We will measure the success of the marketing campaign by the number of followers we have on Instagram. My competitors do not have a lot of followers, the numbers range from 400 to 1,600. Therefore, I would like to have around 300 followers considering it is a new brand. I would like each Instagram post to get up to 70 likes. The hashtag, #BertiesBoutique, will help us measure the success because I will be able to see how many people have interacted with it - by seeing how many people have posted pictures and captions using it. This is a very good way to see how much attention the brand is getting.
To measure the success of the shop we will use footfall. Within the first week, we are aiming for 200 people to have visited us. We don’t want our expectations to be too high because it will take some time before people besides our regular customers to find out about us. To count the footfall, we will have a tracker next to the door. This way, we can ensure it is more reliable and correct- rather than a sales assistant counting.
Furthermore, another way to measure the success will be the average conversion rate. We will use the footfall to aid us to complete the figures. This is a really good way to measure the success because we will be able to see how well the sales assistants are at persuading customers to buy the products. In addition, it will allow us to see if we are doing a good job with the visual merchandising and how we do the layouts and store windows and using consumer psychology to encourage the customers to buy our products. We are aiming to have our sales conversion rate at 2 to 3.
An obvious way to measure the success of the shop will be looking at the sales growth. If we are reaching and succeeding targets, it will indicate that the store has been just as successful as we hoped. The targets will also give the sales assistant something to work towards and maybe making them work harder on the shop floor. We are aiming to make a minimum £2,500 a week, which will include sales from both the offline and online store.
If we do not reach our targets, we will have to look at price point and how successful the marketing has been.