Listicle
10 Retail KPIs Only the Sales Conversation Can Measure
Most retail KPI lists repeat the same ten numbers: footfall, conversion, ATV, UPT, sales per square foot. They describe results. The ten below describe causes, and every one of them lives inside a conversation that, until captured with consent, no system could see.
The ten
- Capture rate: consented conversations as a share of walk-ins. The denominator for everything else.
- Playbook adherence by step: the share of conversations in which each named step happened.
- Offer accuracy: the current scheme quoted correctly, amount and terms.
- Objection mix: the reasons customers gave for not buying, ranked, in their words.
- Objection answer rate: how often a raised objection was answered and the conversation continued.
- Competitor mention rate: which rivals customers name, by store and week.
- Defence rate: how often the conversation survives a competitor comparison.
- Number-taken rate: non-buying conversations that ended with a phone number and a reason to call.
- Follow-up within window: leads contacted by the date the customer gave.
- Recovered revenue: sales traced to a non-buying visit and its follow-up.
How to use them
Read them by store next to conversion. Two stores with the same footfall and different conversion will differ on two or three of these, and those are the coaching agenda. Read them by week for the network, and a rising objection or rival mention becomes a supply or pricing decision weeks before it reaches the revenue line.
Frequently asked questions
Which KPI should a pilot track first?
Capture rate, then adherence on the single most-skipped step. Everything else follows once coverage is trustworthy.
Can these feed incentives?
Yes, once coverage is high enough that a score reflects the advisor's week. Many retailers start with recognition and add incentives after a quarter.
Related reading
Where Borentis applies this
- Execution Scorecards: See the floor before the P&L does.
- Walk-in Recovery: The customer who left is still yours.
- Objection Intelligence: The reason they did not buy, in their own words.
Borentis is the Agentic Operating System for Customer Interactions, built for Indian retail floors: consented one-tap capture on the advisor's phone, every conversation scored against your playbook with the evidence behind every number, leads created when a number is heard, and coaching from your own best conversations.