How to prove the impact of an in-store campaign, trial or pilot
Show stakeholders a measurable lift — footfall, conversion or dwell — against a like-for-like control to justify the spend and decide whether to scale.
Most retail campaigns get rolled out and then post-rationalised with whatever sales numbers happened to look good. This walkthrough shows how to build a proper before/after comparison against a control set of stores, so the lift you report is defendable — and the decision to scale (or kill) the campaign is based on evidence.
Who it’s for: marketing, store ops, and analytics teams running pilots, trials or campaigns.
What the video covers:
- Pick the campaign stores and the control stores (similar baseline footfall, region, format).
- Set the comparison period — pre-campaign baseline and during-campaign window.
- Compare footfall, conversion, dwell and demographic split across the two store groups.
- Read the like-for-like uplift and check for confounds (seasonality, weather, local events).
- Export the chart and summary stats for the readout.