Retail Traffic Trends #3: Everything you need to turn your foot traffic into more sales

So now our weekly wrap up and daily traffic index are part of our brand new newsletters: Retail Traffic Trends, or Traffic Trends for short. We were like, “Hey, we have all this knowledge piling up about retail foot traffic and we should share it with the world. Or at least our community of brick-and-mortar retailers.”

So that’s what we did.

Each week we dig into the data and share valuable insights that will help you convert your foot traffic into more sales. Enjoy!


  • Third-quarter year-over-year benchmark analysis reveals not so surprising insights.
  • Dos Marcos releases their new book titled, Come Back To Bedhow to attract more traffic and make people fall in love with your store.
  • How much money are you losing because of traffic blindness? — Watch this fun video we created.
  • Much much more…


Display Scheduled Actions: On most days, salespeople spend most of their time waiting for the next shopper, rather than working with the next shopper. Why not give them a one-click option to follow-up with shoppers who’ve already visited and are in need of another contact?

The scheduled actions feature allows salespeople to see which customers they need to follow up with and allows them to reach out directly through Doorcounts.


This week we are taking a look at the key metrics of Q3 2019 vs Q3 2020–not that 2019 and 2020 have anything in common. Check it out for yourself! But, you might be surprised, or the information might just simply validate what you already knew. Either way, we know it’s always better to understand what’s happening through the lens of objectivity.

Q3 furniture key metrics (2019 vs 2020)

This year seemed to be the year of the furniture industry. Despite everything going on in the world, the furniture industry has kept its numbers at a Lebron James level of consistency.  See for yourself…

Conversion rate
Looking at this chart would make you believe that this was a completely normal year – it wasn’t. But somehow year-over-year conversion rate stayed extremely consistent with only a .50% decrease over 2019. It’s almost as if 60% of people walk into furniture stores just for the heck of it.

Average ticket

When people buy furniture, they tend to go big or go home. This year, it looks like people continued to go big. Year-over-year average ticket saw a slight increase of 4.4% over 2019. Most people knew they were going to spend more time in their living room than normal, which resulted in people spending more money on what they’re sitting on.

Daily Revenue

With all the time people are spending at home during quarantine, we know our families can’t be the only ones who thought “we need a better couch to spend all our time on.” Furniture seems to be one of the first “home improvements” people made during quarantine this year. With that being said, year-over-year daily revenue saw a bump in 2020. Daily revenue was up 24.4% from 2019 in the furniture industry.

Daily opportunities

Opportunities are anyone who entered a store excluding vendors, salespeople, etc… When people prepared for lockdowns this year, there were two major items on most people’s lists: Toilet paper and new furniture. While the mattress industry saw a 65% decrease in year-over-year daily opportunities, the furniture industry saw a 23.08% increase.

Daily prospects

Daily prospects, also known as potential sales, are people who walked out of the store without purchasing. It would be ideal for these numbers to decrease year-over-year, but unfortunately, that is not always the case. In August of 2020, nearly 100 people on average walked into a furniture store and decided not to buy. Luckily, fewer people left without buying in September as they decided their old couches just didn’t cut it anymore.

Q3 mattress key metrics (2019 vs 2020)

In 2019, most mattress customers had not yet upgraded to Doorcounts 3.0 with full metric tracking vs door counts only which can create a larger disparity in certain measurements. So in some cases, we may not have the best data, but we will in the future because we’ve been adding new mattress stores like crazy.

Conversion rate
This year people showed up to stores with their checkbooks out and ready to buy (or maybe salespeople found a clever new way to make more sales). The year-over-year conversion rate had a 66% increase over 2019. We don’t even work in the mattress industry yet this chart puts a big ol smile on our faces.

Average ticket

Fun fact: Average ticket for July in 2019 was the exact same as July 2020. They were so close in fact (within 30 cents) that we had to make sure the data was entered correctly – and it was. Year over year average ticket stayed constant for the mattress industry with an 8.23% increase from 2019.

Daily revenue

While revenue saw its quarterly low during August of last year (probably due to everyone rushing to see the release of the new Angry Birds movie), August of 2020 saw record sales of nearly $3,700 a day. Year-to-year daily revenue had a similar trend as average ticket with a slow but steady 9.1% increase over 2019.

Daily opportunities

Opportunities are anyone who entered a store excluding vendors, salespeople, etc…  Not as a surprise to many, daily opportunities saw a significant decrease year-over-year. The mattress industry went from hosting decent size parties to a party of 3 on most days.  Overall 2020 saw a 65.8% decrease in foot traffic from 2019 in the mattress industry.

Daily prospects

Daily prospects, also known as potential sales, are people who walked out of the store without purchasing. Year-over-year daily prospects saw a 65.9% decrease over 2019. Luckily, that’s a good thing. A decrease in daily prospects means more people are leaving the store with a purchase in hand. CHA-CHING!

What about appliance, footwear, and other categories?

Based on the limited number of appliance and footwear customers, we are not able to provide meaningful data for year-over-year comparison at this time.  However, with the number of new appliance and footwear customers coming on board, we will be able to next year.

How much money are you losing because of traffic blindness?

Here’s a “mockumentary” style video on traffic blindness and how YOU can recognize the early signs of this silent killer of sales. Watch, enjoy a good laugh, and learn what you can do to cure your traffic blindness and convert your foot traffic into more sales.


As you start your Wednesday, here’s a rundown of last week…

Disruptive generation: Gen Z’s tech-savvy ways and their focus on sustainability and activism has made them one of the most disruptive generations ever for retail and brand marketers.

Trend watch 2021: From contactless transactions to augmented and virtual reality, these are the rising technologies that will define the retail industry.

Shoptober: Shoppers keep their eye on electronics, aren’t Splurging Elsewhere

Saving retail: Retailers are finding new ways to keep the retail experience alive.

Dos Marcos releases new book: Come Back To Bed is finally here, pick up their book here.


The Grinch: I’m sure we can all relate that shipping delays have been more and more common this year. As e-commerce surges, UPS plans to enact shipping limits this holiday season.

T-shirt cash out: A student who collected every Supreme Box Logo Tee ever released at retail between 1994-2020 is expected to get a huge payday.

Steve Wozniak (2.0): The man, the myth, the legend behind Apple Steve Wozniak has started a new company.

Musk in the air: Short investors in Tesla have lost more than airline companiesthis year, over 35 billion dollars as Tesla stock skyrockets.

Thanks for reading this weeks’ newsletter! Not subscribed? Listen to Sparky below!

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Doorcounts, Dos Marcos & the Face of Miskelly’s Mattress: Dr. V

If it’s true that a man is known by the company he keeps, then we are proud to be a sponsor of the Dos Marcos Mattress Podcast and to have Dr. V and Miskelly Furniture as a customer. 

Dr. V, the one-and-only Alan Vonderhaar, has become a well-known figure in the mattress industry, even earning Furniture Today’s Retail Giants of Bedding Award in 2018.

Listen to why Dr.V ❤️'s Doorcounts

If you haven’t experienced the Dos Marcos Mattress Podcast, you’ve been missing out on a fun show dedicated to connecting the bedding business to the benefits of better sleep.

The show’s hosts—Mark Kinsley and Mark Quinn—deliver a message of connection and growth that reaches far beyond the mattress category, to retail as a whole.

So whether you operate a chain of Appliance, Furniture, Mattress, Jewelry or Footwear stores, the Dos Marcos Mattress Podcast is full of ideas that will inspire you to think in new ways to grow your business.

Watch this episode of the Dos Marcos Mattress Podcast where Dr. V recounts his early days going from the waterbed world, to landing a job at Miskelly and eventually putting on a lab coat to create the character that became the face of Miskelly Mattress for the past 25 years.

Check out the full episode below!

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Brad Parker CEO of La-Z-Boy Chain and Founder of Doorcounts

If you have never tuned into The Dos Marcos Mattress Podcast, you are missing out! These guys manage to make each and every show not only funny, but make it a source of valuable information for anyone in the retail industry! 

Naturally, when Dos Marcos asked one of our founders, Brad Parker to come on the show, he jumped at the chance

The Doorcounts team was super excited for this podcast to be released! Enjoy

Here’s what Dos Marcos wrote about the episode:

Brad Parker is the founding partner of Doorcounts and the CEO of a six-store chain of La-Z-Boy Furniture Galleries located in the Portland, Oregon area.

In the episode, Dos Marcos trace the origins of the first door counter back to Peter, a Russian transplant who spoke no English and put together an innovative ticker to monitor how many people walked into Brad’s stores.

You’ll find out how Brad’s team became lean practitioners and implemented TWI Training (combining doing and teaching). Why does Brad have his team tie a Fire Underwriter’s Knot on the first day of TWI training? That conversation kicks in at the one-hour mark, so keep listening.

Also, discover how Brad’s group generated 5,000 ideas in one year with less than 100 employees, implemented all of them, and won the Shingo Prize for Research (it’s a big deal).

We cover surfing to work, sleeping in recliners, and our Wizard Academy connection.

One thing we didn’t get to is the all-new foot traffic report you can get direct to your inbox. If you’re curious to find out how your store traffic compares to nearly 700 other mattress and furniture stores in the USA and Canada then subscribe to the Retail Traffic Index by Doorcounts—a daily digest of the previous day’s average foot traffic.c

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Introducing the Daily Retail Traffic Index

It’s finally here!

The Daily Retail Traffic Index lets you compare your store traffic to your industry’s average daily foot traffic.

Now you can bask in the satisfaction of knowing you’re beating the industry average. Or maybe the Daily Retail Traffic Index will inspire you and give you something to strive for.

Either way, when you get the Daily Retail Traffic Index delivered to your inbox every morning, you will also receive the Doorcounts Monthly Benchmark Report. This replaces our quarterly report and is chalk full of even more key performance metrics, as well as many other insights, so you can maximize every sales opportunity.

There is no denying this has been a challenging year, and now’s the time to make improvements to your business.

No one knows what the future holds, but if you have a way to see what’s happening across your industry, then you can sleep a little better knowing how you measure up and what you can do to improv

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How to fix a leaky sales funnel in 7 easy steps

Leaky funnel

If you operate a successful business, you know there are always things that could work better, but sometimes it’s hard to see exactly what and how.

Take the process you use to acquire new customers, your sales funnel.

At its highest level, a sales funnel consists of a top, middle and bottom.

Let’s call these three parts Attract, Enlighten and Commit, respectively.

Within each part of a process there can be many smaller steps. And it is within these smaller steps where trouble lies and growth opportunities exist.

Here is an excellent 7 step exercise you and your team can use to improve any process:

Step 1. In the middle of a whiteboard or a sheet of paper, draw a line from left to right.

Step 2. Above the line, write the total time it takes to complete the entire process.

Step 3. Below the line, from left to right, list the steps within the process, from first to last.

Step 4. Under each step, write down the actual time each step takes to complete.

Step 5. Add up the time for each step to determine actual time, and write it below the steps.

Step 6. In the gaps between the steps write down the time between each step.

Step 7. Analyze the difference between lapsed time and actual time, and close the gaps between the two.

A leaky sales funnel is where customers get lost as they transition from initial awareness about your business, to enlightenment of how you solve their problem and, ultimately, a commitment to your brand. This can be due to many things, but most likely it has to do with too big of a gap between a step in your process.

At the end of the day, success is mostly about the steps that go into achieving something and the time it takes. By using a time frame that measures lapsed, actual and the gaps in any process, you will achieve better results.

As for how well this process will work for you and your team, only time will tell.

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*NEW* Doorcounts CRM

Retail CRM Diagram

We are pleased to announce the release of Doorcounts CRM as an automatic upgrade to the previous version.

You may know the previous version as Doorman. Now it’s Doorcounts CRM and this new version offers 43 new and improved features.

We are pleased to announce the release of Doorcounts CRM as an automatic upgrade to the previous version.

You may know the previous version as Doorman. Now it’s Doorcounts CRM and this new version offers 43 new and improved features.

Connect before they buy somewhere else

It was over eight years ago we started as a simple foot traffic counter. Believe it or not, we still have customers who’ve remained on that original version over the years.

Today, Doorcounts CRM is a powerful Customer Relationship Manager (CRM) with a Photo Up-Board, Follow-up Calendar, One-click Reviews, Real-time Performance Charts and POS Data Integration.

Doorcounts CRM is the only stand-alone Customer Relationship Management system created specifically for the unique needs of furniture, mattress and appliance stores, but it’s also excellent for any brick-and-mortar retailer, such as jewelry, music, outdoor and footwear.

A major shift is redefining success and failure

This new release comes when brick-and-mortar retailers everywhere face uncertain times ahead. This is because a major shift is changing the way shoppers buy.

Numerous studies show approximately 70 percent of shoppers have already done their research online and know what they want to buy when they visit a physical store.

Another interesting statistic is approximately 70 percent of shoppers who visit a physical store leave without making a purchase.

Fast follow-up is the key

Until recently, traditional advertising was the primary driver of retail sales, with minimal resources allocated to follow-up activity.

As a successful retailer, you know the value of a CRM that makes it easy to stay connected and follow up on every sales opportunity.

With 43 new features, Doorcounts CRM offers 69 real-time charts and reports covering 75 essential metrics. No other system comes close to the awesome power of Doorcounts CRM.

Now you can make the most of every sales opportunity

As markets move in new directions, some retailers will cling to old methods, and others will see this moment as opportunity unfolding. Doorcounts CRM helps the former let go of the past and join the latter in making the most of what is to come.

If you haven’t seen what’s new at Doorcounts, check it out here!

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How Much Money Are You Leaving on the Table?

How much money are you leaving on the table? See for yourself.

[convertcalculator id="momHT9Rt3fCNL3Eqe"]

According to an informal survey we conducted during a recent seminar, 78% of the retailers surveyed did not know their sales conversion rate. 

It was Jonathan Raymond who first said, we can’t know what we don’t know. What he meant is we can’t know things we’ve yet to discover. 

Those fine folks in our survey have yet to discover what they don’t know about their rate of sales conversion.

During the shutdown, we had a lot of time to talk to our customers and learn that not everyone knows the full power of Doorcounts. Like…

Not everyone knows Doorcounts 2.0 is one of the industries most powerful CRMs that connects to every area of your business.

Not everyone knows Doorcounts 2.0 can connect to their POS system though an API

Not everyone knows Doorcounts 2.0 tracks over 70 metrics, real time, by the minute, on smart phone from anywhere.  

This is understandable because we’ve added over 20 new features in the past 12 month is alone. And who has time to keep up with all that improvement, anyway?

This is why we can promise a 10x ROI for every 1% increase you make to your sales conversion. 

How much do you know about your sales conversion? Or maybe a better question is…

Talk to one of our experts to see how Doorcounts can help you convert more sales faster.


In just 30 minutes, you will walk away with actionable ideas to increase your sales conversion and make more money.


So what’s the catch? There 
isn’t one.

We’re here to help to you think about your sales conversion in a different way and share the insights we’ve gained over the past eight years. If we can help you close more business then we all win.

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“I knew that IT was going to transform my business” And IT DID!

At the beginning of this crazy 2020, our Doorcounts team went to Nationwide Primetime. While we were there, we hosted a session where we gave away a Doorcounts system and one year subscription. Our friends at Dos Marcos Podcast follows up in this inspiring interview. 

Play Video

For more background on how Luis an his family have built their business, listen this week’s Dos Marcos podcast:

Dos Marcos (00:03):
So we have a lot of friends on the show. Some of the friends are new. Some of the friends are old. We’ve got a new friend. His name is Luis Lopez. And Luis, you got to tell us your door count story, because this was super cool. By the way. First of all, Luis Lopez, what a cool name? You like L squared or you like a news reporter live in the st. Luis. You know, Luis could like walk up, roll up on a scene and go, Hey man, it’s L L right here. Do you do that? Luis? 

Dos Marcos (00:32):
I get that a lot. Actually, when I’m walking at the mall, people walk up to me and ask me for my autograph. And I’m like, no, no, no, I’m not that low pants. I’m the other Lopez. 

Dos Marcos(00:42):
Oh, Mario Lopez. 

Dos Marcos (00:44):
No. Are you related to Jennifer Lopez? Are you anything as a made to do with George Lopez? I’m like, no, I’m the other Lopez that has to do with Lopez furniture. 

Dos Marcos (00:55):
We all like traveling the same circle though. We’re all buddies in some way. So before I rudely interrupted you’ll  you are going to tell us about your story. So go for it. 

Luis (01:06):
Yeah.  I joined Nationwide a while back and, you know, everything that they have, uh, poured into me, all the knowledge and the, training that we’ve had, we’ve gone through have told me that numbers are important in your business. Therefore, you know, I started a way to track my customers on paper trade, but I had Kennesaw. I was constantly fighting with my salesman because I knew that they were missing people when we had people come in and they were missing people, you know, on their papers. I will like constantly tease them. Hey, what, how did that first person hear about us? And they didn’t know because they didn’t ask or they couldn’t remember. So when I went to a Nationwide, um, training or, uh, one of the classes last time in Houston, I was sitting down in one of the classrooms and they were talking about Doorcounts. 

Luis (02:03):
So Doorcounts was like a light moment to me right off the spot. I was able to see it right away. I’m like, this is awesome because I’m going to be able to have pictures of my customers away, walk through my door every day with the time yeah. Hour. And I wasn’t going to assign those, those people into my sales man. And I’m going to pretty much make that person accountable to give me all the information that, that customer now walking through the door hat, how did they hear about us, you know, through online radio TV, and I’m going to be able to lock it out in, into our system. And at the end of the day, I can see what the traffic was for that day. I’m sold. So when, uh, when the, when the class, when that, when, when, uh, when, when I took the class and I was sitting down, uh, one instructor mentioned that he was going to have a raffle for a camera system. 

Luis (03:01):
And I knew I had to win that in my mind. I was like, I need this. You know, even if I don’t win it, I’m gonna buy it because it’s amazing the way that things got talked back to me with numbers and to my surprise, I won it. I was so happy. I can not sleep that night because I did. I go over to the minute already guys, because why? Because I knew that it was going to transform a business. I knew that the minute I would install that camera in my store, I was going to be able to see why people were coming in. Where were they coming from? I was going to make better decisions on my investment or marketing, marketing tools. I was able, I’m gonna, I was gonna make that person accountable to show the importance of, uh, to our salesmen of every person that comes through the door and how much it cost us to bring that person in all of that stuff ties in together. And then, you know, the CRM to follow up with the customers and after they come into the store, it has elevated ourselves. Incredibly. It’s been a couple of months that we’ve had it in our stores, I can already see the results. 

Dos Marcos (04:14):
So Luis, to the point, uh, you, you wanted to win the door count system magically. You did when the door count system. And did I hear this correctly? When we spoke earlier that you actually went back and bought another system for other stores, because you want it to take that same success and repeat it? 

Luis (04:36):
That’s correct. Yes. I had to buy it on my other locations because I don’t want to miss out on the information that I cannot go back and acquire. You’ll want to see your numbers and reports as soon as possible. Every customer that comes through the door, it’s accounted to an investment and you want to be able to see what your investments are, where your investments should be. There’s no reason to not want to do that. And it’s, it’s a, it’s such a title like a, like a, it gives us all sorts of reports. It’s not just tracking it. It’s following up with the CRM system. It’s being able to see the average ticket per customer, it’s is being able to track. I live out of state so I can, I’m able to see the sales for that day. And it’s, uh, the, uh, when I run the month reports, I’m able to see, you know, where most of our customers came from, which I was actually surprised to realize that we have an 80% return in referral customer base, which amazed me. That gives me a lot of assurance into my business because we’re doing something right, 80% of the customers that account in back or furnace. 

Luis (05:53):
I was just going to say what a great piece of information, whenever you’re trying to make advertising and marketing decisions. And you realize you’re kind of looking at Pareto principle, 80 20 rule, 80% of our customers are referrals or returns. Where should I invest my time, energy and money and resources. It gives you a clear picture of that. Otherwise. So many people go down the black hole of advertising and channels that may not be fruitful, 

Dos Marcos (06:22):
Right? Yeah. And it could be possibly, especially now with online marketing, that is not a small investment. You have to get your ROI return on investment, and you have to know where you put your money and allocate it. Cause there’s so many options to put it in. But the system, the software with Doorcounts is going to talk back to you and say, you will make your money in this area. You will make your money in this area. And it’s so easy to see. It’s so easy to understand. I mean, I have no college and business other than just real life experience. And as I go in and learn, and I’m able to see all these reports that are used to, to understand, and it gives me a, a broad information to make decisions. 

Dos Marcos (07:12):
So what were you doing before Luis? I mean, before you had that data, right. In terms of, you know, analyzing your business, like, you know, what were you doing before? Cause you didn’t have the numbers. Now you have the numbers. Like, how were you just guessing at that like best guests scenario for you? Is that kind of how you’re handling it prior to having door counts? 

Luis (07:35):
Yes. Yeah. You, you pretty much make the investments based on traditional marketing tools. Like you put money on the radio, that feeling, yeah. You, you ask people and then you see a person that came through your radio station investment and it makes you feel good, but you really don’t know. You know, you don’t, you don’t write it down anywhere. Cause you you’re, we’re busy. We’re not going to have the time to go and ride through pores. Our by hand. They’re not going to be accurate. Even before that, I didn’t believe my reports. 

Dos Marcos (08:07):
So Luis, could you see this as a way for you to actually leverage your marketing spend? Because I assume that a major cost to your business is what you spend on marketing and advertising, right? So you spend a lot of money on that stuff. I mean, couldn’t you take the data that you’re getting back and go to the radio guy and say, Hey man, you keep telling me that advertising on your station is going to drive customers. Here’s my last 50. And nobody’s talking about the spots I run on your shows. I think don’t you think you could use that data to help negotiate better prices potentially on some of the media properties you’re doing business with? 

Luis (08:50):
I was definitely, yeah. You use those tools to be able to, you know, bring pressure in a way to your, uh, advertising, uh, uh, tools or advertising. Uh, what do you call it? Vendors, vendors. And it’s it. You, you have data and, and they, they cannot, nobody can go against your data. It’s just true. And a lot of times, you know, vendors tend to tell you, they will bring the stars and the moon to you, but at the end of the day, it’s not working, but you don’t have a way to fight back. And it’s not, it’s not accurate information or you’re not connecting all that information. So yeah, I think that that’s a really good source to be able to get at your vendors straight. 

Dos Marcos (09:36):

Let me talk about implementing Doorcounts into a team that formerly wasn’t using any type of tracking system. I know anytime you roll out new technology change systems within a sales operation, it can be clunky. It can be scary. There’s new accountability. All of a sudden the kimono was open. What was the reaction from your team? What was the rollout and implementation like? And then what’s it like today? 

Luis (10:04):
Sure. Yeah, the, uh, the system was actually very easy to adapt into our culture. We had, um, you know, an hour or two hours of training sessions and everybody got it at first. My mom, which is my sales super star start here at the store, she’s in her late fifties. And she got freaked out. When I told her mom, we’re not going to use paper anymore to write down our traffic reports. And she’s like, no way I want my paper. I want to do it in the same way. I’ve been doing it for two, three years. A mom check this out. This has got to be so easy, just logging into the portal. And this is where you’re going to do with every customer you get. And this is where we got, it’s got show us at the end of the month and she is actually on it. 

Luis (10:49):
She was able to get it right away and, and, uh, you know, it’s really easy to be able to adapt it to our team. And it’s, it becomes sort of a part of the culture. Like everybody’s excited about getting gain gaps, gathering all the information as possible from their customers to put it on Doorcounts. It became part of our process every day. It became part of our conversations in the break room. Uh, you know, how are you guys doing with your, uh, uh, your, your, what do you call it? The CRM product or the CRM. So, uh, your prospects, how are you doing with your prospect? That’s how you following up? How many prospects do you have? It’s it became a fun activity, you know, a fun thing to do in a way 

Dos Marcos (11:39):
I like that Doorcounts so easy. Even mom can use it and loves it. 

Luis (11:46):
There you go. 

Dos Marcos (11:47):
I liked it. He took mom on she’s like, I want paper. And he’s like, Oh no, we were going big mom. Um, so 

Dos Marcos (11:54):
Louise, it’s funny because you mentioned the people on your sales floor and they go, Oh, no, man, I’m closing like, uh, 80% of the people that come in and you’re like 80%, no way. Right. And they’re like, Oh man, the doorbell, I don’t know if you had a chiming system, but they’re always like, Oh no, man. We had like three ups guys that day and a postman and those weren’t ops. So have you found that the, um, closing ratio for your sales force is more accurate and uh, there are less like excuses or rocks to hide behind for the retail sales professionals in your business? Not that they would do that, but 

Luis (12:38):
Oh yeah. I mean, I can see the pictures of every person that came through and I can actually have a conversation about that customer in particular. And I love doing that. I love coming up to a sales associate and say, hi, uh, you know, you, you guys, you helped this guy out. Where, how do you hear about us? You know, why was he looking for, uh, did he purchase or not? And all of that conversation, when you have a face in front of your computer, it cannot deny that customer came in. Sometimes I sales people, I was, I’m a salesman myself. And I’ve, I I’ve been for a long time. You kind of want to make that person that walk in, you know, ask you to show them stuff and you didn’t have what they let you, they were looking for. So they walk out and you kind of forget about that person. You kind of put it under the rug and not worry about him, but it’s a way to actually think about why do you do wrong or why didn’t you not do to be able to get that customer’s attention. And when there’s a face attached to the question, it’s a lot easier to put that pressure into our man and, and, uh, you know, just be, be able to make them better as people. And it’s just a salesman.

Dos Marcos (13:52):
Yeah. Overall, what have you seen, have you seen a percentage sales increase? Can you share anything? 

Luis (13:59):
Sure. Yeah, we have, um, I mean we, with, since, with this year with, with the parenting and the, the, you know, the coronavirus and all that stuff going on, I’ve seen a 60% growth in our sales for the entire year. I started using this product probably three, four months ago. And I know that the last few months I’ve been twisting the numbers a lot more because every customer that walks in through our door at this moment of time is essential. We need to get the business and we have to, you know, not play around. So just like I was saying, the pressure behind it, with the questions that come, you know, aware of, why did this person do? There’s a picture of this customer coming in. It’s not a ghost customer. It’s an actual customer that has increased our sales and also the CRM, uh, uh, product or two of that that makes us follow up within a few days and getting all that information from customers. We even have a way to, we ask the customer if they want to be entering into our email campaigns and text campaigns. And that has been helping a lot because we collect their information. And then we have, we told to tell them that we’re going to add them into our system. So we follow up with the campaigns as well. 

Dos Marcos (15:18):
If you could say something to other retailers out there who are considering Doorcounts, or trying to figure out how to better track who’s coming in their store and what the sales team is doing with them, what advice would you give to other retailers? Or what would you say to them? 

Luis (15:33):
Sure. The app, sometimes the overhead, it scares us. We don’t want something that we feel that is not important in our business. So we don’t really do the investment. We just try to keep it the old way with the paper, or, you know, just continue doing traditional stuff. But if you want praise results, you have to do Tracy investments in the end. It’s a, it’s a must traffic reports are needed to be able to give you a lot of information in regard to how you’re going to allocate your marketing money. How are you going to do your training even with your salesmen? So I would say, you know, just go ahead and get the Doorcounts product. You will not regret it. It will make your life a lot easier. It will give you a lot of information that you will not, that does not have up to this point. And I will not wait any longer because today July 16, 2020 will be gone. And all the data that you could have captured today will not be able to come back. And the longer you do this, the better it gets. I can’t wait for next year. Cause I’m going to be able to see my numbers from last year. You know, 

Dos Marcos (16:52):
That’s a cool way to look at it, actually. Um, it seems to me like, this is the kind of thing that you have it now. And, uh, my wife, I remember you guys remember when TiVo came out, right? So my wife, my wife wanted a TiVo, the di the digital video recorder. I hadn’t been out before. So she really wanted one of these things. So I bought one for her birthday. So I said to her, how do you like TiVo? This was her answer. Um, I can’t imagine my life without it. Okay. That’s a big like Holy cow, like five star rating. Right. I’m pretty sure if you asked her, what do you think about being married to Mark? She probably wouldn’t say that. Like, I can’t imagine my life without him. I don’t even think I would get that kind of endorsement. So I bring up that story to ask you this. Do you kind of look now back in the rear view mirror and say to yourself, how in the hell did 

Luis (17:50):
I run my business without door counts? Does it kind of have that impact on you? Most definitely. Actually. I actually think about it a lot. I’m like what? What’s my numbers. When I first started this business eight, seven years ago, you know, I want to see what my traffic was like on the month of January, December, and then why, what was my second year? What was my third year? What was my fourth year? I waited until my seventh year to be able to capture this information. And I really regret it because I cannot go back in time and get those numbers. And, you know, it’s a way to motivate yourself as an entrepreneur, as a, you know, a business owner too, because you’re going to see an increase in your, in your traffic reports. You’re going to see an increase in your sales and your average ticket per customer. 

Dos Marcos (18:37):
All of that stuff can be helpful for you to keep moving forward and just know that you’re moving forward because those reports are going to talk back at you. Sometimes as leaders, we don’t really, uh, we can get down and say, am I doing something right? I’m doing something wrong. But you know, I feel that when you’re bringing customers in your store and you see that your average ticket is coming up or your sales revenue you’d tie all that in. And that gives you, uh, it talks to you and say, you’re doing something right. So, well, thanks so much Luis, appreciate you breaking it down for us. And if you’re considering, uh, something similar, and if you don’t want to, what I call ostrich your way through the world, with your head in the sand head over to, you can schedule a demo. Tell him dos Marco sent you, tell him Luis Lopez sent you LL. Thanks, buddy. All right. Thank you guys.

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[Webinar Replay] “That’s My Customer!” – Building Personal Trade

Did you catch our last webinar with the Friedman Group? 
Over the last 14 weeks we have partnered with Karen Barry of The Friedman Group, to do some deep dives into 7 different hot topics in Retail Sales.

This last webinar of the series was entitled, “That’s My Customer!” – Building Personal Trade

What is Personal Trade, and why is it so important?

Here are some of the highlights Karen covered:

  • Customers who ask for a specific sales associate on any visit or telephone call
  • May be repeat customers or referrals
  • Personal trade clients are much more likely to buy.. And when they do their average sale is higher than the store’s average sale.
  • It’s always easier to sell to a repeat customer

How do you earn the right to follow up with clients?

Throughout the selling process look for opportunities to gather some personal information such as:

  • Family details
  • Work
  • Personal tastes for future recommendations
  • Lifestyle and hobbies
  • Language and culture

Be practical about this. Don’t make it into an interrogation

Record details in a system like Doorcounts. In the Doorcounts CRM, there is a searchable database. (Check out this video if you want to have a peek at it)

For example, your store is having a sale on leather loveseats. You know you have spoken to several people in the last month about their need for ‘a new loveseat’ . Now you can search and filter everyone that has expressed an interest and use that as an opportunity to build personal trade with them!

Karen said it best when she said:

“You earn the right to follow up later, by the work we do while they are inside the store.” 

What are some strategies for building long term client relationships?

Diligent follow-up sets you apart from the competition, creates trust and generates sales.

Some follow up ideas:

  • Thank you notes
    Send a personal, handwritten thank you note.This creates a powerful and positive impression on your customers.
    Don’t make it about a discount or coupon.

  • Telephone
    • Getting permission to talk.
    • Identify yourself and confirm that they have time to talk.
    • Use your words to enhance communication. Deliver a headline. Make it brief.
    • Gaining a commitment or having an action plan

  • Email
    • Use a non-robotic subject line.
    • Keep it short and simple. Include photos and/or links.
    • Close with your plan for follow-up.

  • Social media 

    • Keep tone positive and lighthearted when tagging customers.
    • Remember the effect of social media is meant to be cumulative.
    • Report and react at every opportunity, and remember others are reading.
    • Know when to switch to private messaging.
    • Don’t flood their feed, but stay top of mind.

  • Text messaging
    • The customer belongs to the store, not the salesperson.
    • Less formal does not mean unprofessional.
    • Don’t overdo it.
    • If possible, use a store-owned device.

When it comes to developing your personal trade business, the most important factor isn’t technique or even strategy. It is simply your understanding of the value of personal trade and your commitment to fully realizing that value.

If you would like to schedule a consultation with the Friedman Group to see how they can help you turn your retail staff into sales generating rock stars: click here.

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Looking Forward to a Q3 Comeback

Did you know that some of the most successful companies were born in times of severe economic downturn? 

Here are some that you may be familiar with:

  • Thomas Edison launched General Electric right as the world was heading into The Panic of 1893
  • The Disney Brothers started the first Disney company in the 1920’s  just as the Great Depression came upon them
  • Trader Joe’s launched in the Recession of 1958
  • Microsoft started at the onslaught of the 1973 oil crisis and stock market crash
  • Google and Salesforce launched right before the dotcom bubble burst in the early 2000’s
  • Uber got going in 2009 right after the 2008 stock market crash
  • Netflix started in 1997 at the start of a worldwide financial crisis 

During our last Friedman/Doorcounts webinar, Grabbing Sales by the Roots, we polled our audience. We asked a couple of questions about how things are going for them, in this new “normal”. [By the way, if you haven’t had a chance yet, check out the webinar Doorcounts hosted with Friedman, entitled “Opening in the NEW NORMAL-equipping your staff to handle the change.” ]


  1. What percentage of “Normal” are you currently operating at? 

Answer 1: 40-60%: 30.4% said they were operating at 40-60%

Answer 2: 60-80%: 56.5% said they were operating at 60-80%

Answer 3: 80-100%: 13.0% said they were operating at 80-100%

Looks like 56.5% of our retailers that were on that webinar are back up and running at 60-80% of their normal capacity. 

  1. What concerns you most about reopening?

Answer 1: Customer openness to the New Normal 39.1%

Answer 2: Employee openness to the New Normal 39.1%

Answer 3: Making the right decisions about how/when to open 4.3%

Answer 4: Something else 17.4%

Employee and customer openness look like they are top of mind, receiving 39.1% each of webinar attendee votes.

  1. Do you know what your current conversion rate is?

Answer 1: Yes 21.7% 

Answer 2: No 78.3% 

78.3% do not know what their current conversion rate is. One of the things we say at Doorcounts is, “What gets measured gets improved.” Just knowing what your conversion rate is will improve performance among your employees. PSST!!… Check out this video on our new website where we address this very subject!

  1. If you do track conversion rate, do you track individual along with store conversion rate? 

Answer 1: Yes 56.5% 

Answer 2: No 43.5% 

This is good news. If attendees did track conversion, they tracked individual sales reps’ conversion as well! It’s important for employees to know how they rank among their peers, as well as overall.

We would love to hear what you’re doing to make Q3 a successful comeback. What are you struggling with? Is there anything Doorcounts or The Friedman Group to help you transition back?


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