Measuring Marketing

Chapter 80 Hourly Customer Traffic

Measurement Need

Retailers seek to measure total customer traffic during a specific period of time.

Solutioni

$HCT=\frac{T_{trafft}}{T_{ht}}$

Where

HCT = hourly customer traffic

Ttrafft = total customer traffic in time period t

Tht = total hours in time period t

If a retailer has 1,000 customers during a ten-hour day, then the hourly customer traffic (HCT) is 100:

$\begin{array}{l}HCT=\frac{1,000}{100}\\ =100\end{array}$

Impact

Similar to Chapter 76 (Transactions Per Hour), retailers use HCT information to determine employee scheduling, store hours, and even price promotions. The busiest hours warrant the highest staffing levels and may be an opportune time to run a promotion to maximize sales. HCT is different from ...