Memos are a simple way to record observations and important events during day-to-day store operations.
Sales spikes, drops in conversion, or other changes in performance cannot always be explained by numbers alone.
Which campaign was running? Was stock affecting sales? How were customers reacting? Did the store make an operational change? Memos are used to preserve this store-level context that cannot be seen in the data alone.
Memos can be created from different areas of Flow.
From any trend chart on the dashboard — Add context while reviewing a change in store performance.
Separately from any screen — Create a Memo whenever something important happens, even when you are not looking at a specific chart.
Each Memo can be associated with a store, date, and time. You can also use tags to categorize the Memo.
This makes it easier to understand when and where an event occurred and to find relevant information later.
Give your team context for changes in store performance
Record reactions to campaigns and new products while the information is still fresh
Capture information that can only be observed in the store
Add richer context to weekly Pulse submissions
Help Flow AI understand store performance more completely
Build a useful record that can support future improvements and actions
The dashboard shows store performance through measures such as sales, traffic, conversion, average transaction value, and units per transaction.
Memos add context to those results by recording what was happening in the store at the same time.
Traffic increased in the afternoon and fitting-room waits became longer, so we changed staff coverage to support the fitting rooms.
A Memo like this helps explain the store conditions that were present when performance changed.
The dashboard shows what happened in the numbers. Memos help explain what was happening in the store.
Pulse is the weekly store report completed at the beginning of each week to reflect on the previous week.
Memos recorded during that week are appended to the Pulse submission, adding richer context to the weekly report.
This means Store Managers do not have to rely only on memory when reviewing the week. They can refer to the events that were recorded as they happened and use them to help identify what affected the week, the biggest challenge, and the biggest win.
Memos capture day-to-day events. Pulse brings those events together into a weekly reflection.
The more useful information that is recorded during the week, the more context is available when the Pulse is reviewed.
Information recorded in Memos is also available to Flow AI alongside store performance data.
Instead of relying only on sales, traffic, conversion, and other quantitative measures, Flow AI can also consider Memos, Pulse submissions, and other available store information.
This provides additional context that can help Flow AI identify areas for improvement and actions that may be useful going forward.
For example, if a change in performance occurs during the same period that Memos describe stock issues, staffing changes, customer reactions, or merchandising changes, Flow AI can consider those observations together with the performance data.
A Memo does not automatically prove that an event caused a change in performance. It provides important store-level context that can be considered alongside the available data and other information.
Memos are useful whenever something happens that may help explain store performance or be valuable to remember later.
A campaign or new product launches
Customer reaction is particularly strong or unexpected
Stock conditions affect selling or store operations
Staffing or coverage changes
A merchandising or display change is made
Weather, local events, or other external factors affect the store
The team tries a new action or approach
Customer questions or behavior show an unusual pattern
You do not need to record everything that happens.
A useful rule is to ask: “If I looked at the performance later, would this information help me understand what was happening?”
If the answer is yes, it is probably worth recording.
Memos do not need to be long. A short note is enough if someone reading it later can understand what happened.
When possible, use this simple structure:
What happened → What the store did → What happened next
For example:
Stock of a popular size became very low in the afternoon. The team shared the stock situation and began suggesting alternative sizes and products. Several customers purchased alternatives.
This records not only the situation, but also the action taken and the result.
First day of the campaign. Interest in the featured products was strong from the morning, with several customers shopping for gifts. We will continue to watch the response over the weekend.
Several sizes of a popular item sold out in the afternoon. The team suggested alternative sizes and products, but some customers decided not to purchase.
Changed the display near the entrance. More customers appeared to stop and look at the products than before.
Changed staff coverage to support the afternoon peak. Waiting times decreased and the sales floor became easier to manage.
A relatively quiet day. No major operational issues.
You do not need to use Memos to repeat information that is already visible on the dashboard.
For example: Conversion was low today.
does not add much information.
A more useful Memo would be:
Fitting-room waits continued from 3:00–5:00 p.m. One staff member was assigned to fitting-room support, which reduced coverage on the main sales floor.
Focus on recording what the numbers alone cannot show.
Whenever possible, record what you actually observed rather than presenting an assumption as a confirmed cause.
For example: Traffic increased because we changed the entrance display.
makes the cause sound certain.
A more accurate Memo would be: Changed the entrance display. More customers appeared to stop and look at the display during the afternoon.
The observation can then be considered alongside the actual performance data.
Create a new Memo from a dashboard trend chart or from anywhere in Flow.
Select the relevant store, date, and time.
Enter the event, observation, or context you want to record.
Add a relevant tag if needed.
Save the Memo.
Details are easiest to remember while the event is still fresh.
Whenever possible, record important information while you are still in the store. A few sentences are enough.
Record events while they are fresh — Details about timing, customer reaction, and store conditions are easy to forget later.
Add context, not just numbers — Record what was happening in the store rather than repeating the dashboard.
Be specific when it helps — Include useful details such as timing, products, stock conditions, or staffing when relevant.
Record the action taken — If the store responded to an issue or opportunity, note what was done.
Record the result when known — It is useful to know whether something worked, had limited impact, or did not appear to change the outcome.
Use tags — Categorizing Memos makes them easier to organize and review later.
Keep it short when appropriate — The value comes from the information, not the length of the Memo.
Each Memo may be a small piece of information, but its value increases when it is combined with the rest of Flow.
Dashboard
Shows what happened in performance
Memos
Record what was happening in the store
Pulse
Adds daily context to the weekly review
Flow AI
Uses performance and context to help identify improvements and next actions
When something meaningful happens in the store, record it while the information is fresh.
Those observations add context to Pulse, help explain store performance, and give Flow AI richer information to support better decisions and future actions.
