Do stores eat the website? — the board version
store-impact analysis · real numbers, internal · ‹ › keys work
21 stores. One fear.
Every new store might just poach sales the website
would have made anyway. Here is what the data says.
Future store shopper
Their statistical twin
online spend per month, before the first store visit — 65,851 matched pairs
matched on: online spend · order frequency · tenure · basket history
0
every square is one of 100 store shoppers
R0
more online, per shopper, 2 yrs
honest range R447 – R776
R0
total incl. in-store spend
range R2,680 – R2,960
R0
the typical (median) shopper
the mean is tail-pulled — say both
averages and medians differ because a minority of heavy spenders pull the mean — both are printed on purpose
R0
per person, per period — everyone within 25 km of a new store,
including the people who never set foot in it
if stores were eating the website, this number would be negative