Measuring Marketing

Chapter 79 Avergage Items Per Transaction

Measurement Need

Retailers need to know the typical transaction profile, including the number and types of items purchased, the average transactions value, and even the time of day. Knowing the average number of items per transaction reveals to the retailer part of the customer’s preferences, even if the customer’s expanded profile is unknown (age, income, behavior).

Solutioni

Average items per transaction is a simple formula, represented by:

$S_{avg}=\frac{S}{T}$

Where

Savg = average number of items sold per transaction

S = total number of items sold

T = total number of transactions

Let’s assume a traditional convenience store in the United States, which is about 2,500 square feet in size and offers ...