Final answer:
To measure offline conversions via store visits, collect data by surveying shoppers or cashiers about the frequency of visits and purchase amounts. This helps understand purchase patterns and informs marketing strategies.
Step-by-step explanation:
Using store visits to measure offline conversions involves tracking the number of times customers come into a store before they make a significant purchase. The data collection can start with a simple survey, where you approach people, such as shoppers at a local supermarket, to ask about their shopping habits. By doing this, you can collect substantial data on customer behavior and the frequency of their visits before they decide to make a major purchase.
To effectively measure offline conversions through store visits, it might be helpful to set up a system that captures the necessary information accurately. For instance, if you were conducting a survey based on the example provided, you would record how many times each of the 40 people visited the store before they made a major purchase, as shown in Table 2.40. You could also collect data by asking customers as they leave the supermarket for the total amount on their grocery receipts, or by asking cashiers for the last several transaction amounts, ensuring that different lanes, including the express lane, are represented.
This approach provides insight into purchase patterns and helps businesses understand the impact of in-store factors on purchasing decisions. It can be an integral part of developing marketing strategies and improving customer experience.