This section introduces the meaning and structure of the term "Capture rate," a KPI related to the increase or decrease in the number of customers visiting a store.

What is Capture Rate?

The Capture rate is an indicator that shows how many of the customers who passed by the store ended up entering the store.

Factors that make up the Capture Rate

The Capture rate is made up of the following two KPIs

(1) Number of customers who visited the store (= number of customers visiting the store)

(2) The number of people who pass in front of the store.

The Capture rate is expressed as a percentage because it is an indicator that shows what percentage of customers who passed by the store entered the store.

How to Evaluate Capture Rate

We are rarely asked, "What is an appropriate capture rate? However, it is difficult to determine the appropriate level of store visitation because the standard varies greatly depending on the type of store and its location.

Therefore, it is necessary to set the standard by calculating backward from how many customers need to visit the store in order to achieve the sales budget.

For example, if the sales budget is 1,000,000 yen, and the unit price per customer for the same period last year was 10,000 yen, and the same level is expected for this fiscal year, 100 purchases are required to achieve the sales budget.

If the number of customers visiting the store during the same period last year was 1,000 and the same number of customers are expected to visit the store this year, the sales budget can be achieved if the purchase rate is 10% or higher.

If the number of customers expected to visit the store is 1,000, and the number of people passing by the store in the same period last year was 20,000, the required number of customers can be secured if the store visit rate exceeds 5%.

In this way, instead of considering the appropriate visitation rate, we can set the visitation rate target as "a standard necessary to achieve the target", which will enable us to set and evaluate the target according to our store.

Conclusion

This page introduced the meaning of the capture rate, the KPIs that comprise it, and how to evaluate it.

The capture rate is an important indicator of the number of customers visiting the store, and it is a useful indicator that can be used to evaluate how to achieve your goals (sales budget).

We hope this article will provide you with some hints to help you achieve your goals. Thank you for reading!