VMSD - September 2017 - T12

Calculating ROI
ROI Calculation is Not Widespread
While ROI may be important as a desired metric, few
respondent companies actually calculated it. ROI, when
calculated, also varied among all the respondents regard-
less of company type. Answers ranged from payback
on capital investments, to energy savings and customer
feedback.
Those who do calculate ROI, however, do it consistently;
the majority of whom calculated it on all their projects.
While desired ROI outcomes vary among groups, one
aspect was consistent among the
three: the typical timeframe for
calculating ROI was relatively short
term (more than 1 year, but less than
3 years).

"

It's impossible to know how long
a redesign will last. We used to believe
seven years, but now we are looking
at five. Maybe this too will change soon,
but if so, we need to really look at how
to assess ROI and our whole way of what

"

redesign looks like.

- retailer

Photo: iStock.com/Yahor Piaskouski

Shop! found that 60% of retailer
respondents calculated ROI on
a store redesign. Only 27% of the
designer respondents calculated
ROI on a store redesign, and 19%
of manufacturer respondents
calculated ROI on products sold
for store design.
ROI is greater when a holistic
approach is taken. When the moti-
vators are focused on subjective as
well as objective goals, the scope
becomes robust and impacts more
customer touch points, resulting in
a cohesive in-store experience that
inherently reaps tangible results.
While objective goals of overall sales and in-store traf-
fic continue to be of high importance, more subjective
goals of brand perceptions and shopper engagement are
undeniably proving to hold significant value as they often
drive overall sales, albeit less directly and immediately. The
power of "buzz," online reviews, bloggers, and others are
highly influential, whether positive or negative. The store
experience is a key touchpoint that can create passionate
brand advocates, or detractors.

12

KEY LEARNING:
Given the importance of ROI for retailers in
evaluating store design success, designers and
manufacturers must strive for the same metrics.
Tangible impacts on sales/profits, foot traffic, and
conversion rates are important, as are less tangible
impacts on brand perceptions, loyalty, shopper
engagement and experience.

2017 Shop! ROI Standards: Store Redesign


http://www.iStock.com/Yahor

Table of Contents for the Digital Edition of VMSD - September 2017

VMSD - September 2017
Contents
From the Editor
Vmsd Editorial Advisory Board
The Goods
Design Detail
New Beginnings
Tearing Down Walls
Car Talk
Special Report: Retail Lighting Design
Showroom
Ad Index
Checking Out
VMSD - September 2017 - Intro
VMSD - September 2017 - VMSD - September 2017
VMSD - September 2017 - Cover2
VMSD - September 2017 - 1
VMSD - September 2017 - Contents
VMSD - September 2017 - 3
VMSD - September 2017 - From the Editor
VMSD - September 2017 - 5
VMSD - September 2017 - Vmsd Editorial Advisory Board
VMSD - September 2017 - 7
VMSD - September 2017 - The Goods
VMSD - September 2017 - BI1
VMSD - September 2017 - BI2
VMSD - September 2017 - T1
VMSD - September 2017 - T2
VMSD - September 2017 - T3
VMSD - September 2017 - T4
VMSD - September 2017 - T5
VMSD - September 2017 - T6
VMSD - September 2017 - T7
VMSD - September 2017 - T8
VMSD - September 2017 - T9
VMSD - September 2017 - T10
VMSD - September 2017 - T11
VMSD - September 2017 - T12
VMSD - September 2017 - T13
VMSD - September 2017 - T14
VMSD - September 2017 - T15
VMSD - September 2017 - T16
VMSD - September 2017 - 9
VMSD - September 2017 - 10
VMSD - September 2017 - 11
VMSD - September 2017 - 12
VMSD - September 2017 - 13
VMSD - September 2017 - Design Detail
VMSD - September 2017 - 15
VMSD - September 2017 - 16
VMSD - September 2017 - 17
VMSD - September 2017 - New Beginnings
VMSD - September 2017 - 19
VMSD - September 2017 - 20
VMSD - September 2017 - 21
VMSD - September 2017 - 22
VMSD - September 2017 - 23
VMSD - September 2017 - 24
VMSD - September 2017 - 25
VMSD - September 2017 - 26
VMSD - September 2017 - 27
VMSD - September 2017 - 28
VMSD - September 2017 - 29
VMSD - September 2017 - 30
VMSD - September 2017 - 31
VMSD - September 2017 - 32
VMSD - September 2017 - 33
VMSD - September 2017 - 34
VMSD - September 2017 - 35
VMSD - September 2017 - 36
VMSD - September 2017 - 37
VMSD - September 2017 - Tearing Down Walls
VMSD - September 2017 - 39
VMSD - September 2017 - 40
VMSD - September 2017 - 41
VMSD - September 2017 - 42
VMSD - September 2017 - 43
VMSD - September 2017 - Car Talk
VMSD - September 2017 - 45
VMSD - September 2017 - 46
VMSD - September 2017 - Special Report: Retail Lighting Design
VMSD - September 2017 - 48
VMSD - September 2017 - 49
VMSD - September 2017 - 50
VMSD - September 2017 - 51
VMSD - September 2017 - 52
VMSD - September 2017 - 53
VMSD - September 2017 - 54
VMSD - September 2017 - 55
VMSD - September 2017 - 56
VMSD - September 2017 - 57
VMSD - September 2017 - 58
VMSD - September 2017 - 59
VMSD - September 2017 - 60
VMSD - September 2017 - Showroom
VMSD - September 2017 - 62
VMSD - September 2017 - 63
VMSD - September 2017 - 64
VMSD - September 2017 - 65
VMSD - September 2017 - 66
VMSD - September 2017 - Ad Index
VMSD - September 2017 - 68
VMSD - September 2017 - 69
VMSD - September 2017 - 70
VMSD - September 2017 - 71
VMSD - September 2017 - Checking Out
VMSD - September 2017 - Cover3
VMSD - September 2017 - Cover4
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