This article introduces Capture Rate, a KPI tied to increases or decreases in Traffic.
Capture Rate shows what share of the customers who passed by the store went on to enter it.
Capture Rate is made up of two KPIs:
Traffic — the number of customers who visited the store
Passersby — the number of people who passed by the store
Capture Rate is expressed as a percentage, since it measures what share of passersby entered the store.
Formula: Capture Rate (%) = Traffic ÷ Passersby × 100
There’s no single “right” Capture Rate — it varies widely by store type and location, so it’s hard to say what level is appropriate in the abstract. Instead, work backward from how many customers your store needs to hit the sales budget.
For example, if the sales budget is ¥1,000,000 and Average Purchase in the same period last year was ¥10,000, and this year is expected to be similar, the store needs 100 Transactions to hit the budget. If Traffic in the same period last year was 1,000 and a similar number is expected this year, the budget is achievable with a Conversion of 10% or higher. If expected Traffic is 1,000 and Passersby in the same period last year was 20,000, the store can secure the Traffic it needs with a Capture Rate above 5%.
Rather than asking what Capture Rate “should” be, set a Capture Rate target as the standard needed to hit your store’s goal — that gives you a target tailored to your own store, not a generic benchmark.
