Retail leaders tell me this very often.
Area Managers
Store Managers
Sales Advisors
And honestly… they are not entirely wrong.
When we talk about sales performance, most retail teams focus on three key KPIs:
- Conversion rate
- Average transaction value
- UPT (Units per Transaction)
And they should. These indicators are essential to manage in-store sales effectiveness.
However, in our Retail Coaching Certification, CapKelenn coaches often challenge teams on a more uncomfortable lever:
Traffic — or footfall.
CAN A STORE TEAM INFLUENCE FOOTFALL?
In my book Retail Coaching (page 24), I introduce the Extraordinary Growth Model.
A simple question emerges:
Can a store team attract 10 more visitors per day?
Most managers immediately respond:
“Traffic — footfall — doesn’t depend on us.”
So I ask:
“Then… who does it depend on?”
Marketing
The weather
The political climate
Construction in the street
Of course, all these factors can influence store footfall.
But is that the whole story?
CONTROL VS INFLUENCE IN RETAIL LEADERSHIP
In The 7 Habits of Highly Effective People, Stephen Covey distinguishes between two circles:
- what we CONTROL
- what we INFLUENCE
This distinction is fundamental in Sales Coaching.
Coaching becomes powerful when managers stop focusing only on what they control and start exploring what they can influence — including store traffic.
MY BAKER’S SMILE
Let me share a simple example.
My baker, in the village square of Séné, in Brittany.
Her smile.
Her welcome.
The personal connection she creates with each customer.
I call this “my baker’s smile”.
This experience creates:
- reputation
- word of mouth
- loyalty
…and sometimes even a small “addiction” to her bakery.
And ultimately?
Traffic.
CREATING FANS IN RETAIL
The same applies in cosmetics, fashion, jewelry, telecom, or any retail environment.
So a few questions arise for store teams:
- Can your store generate fans?
- Does your team develop strong clienteling relationships?
- Does your store experience become something people talk about?
In 90% of our training sessions, retail leaders initially insist that footfall is outside their responsibility.
But coaching becomes powerful when the mindset shifts.
Not only focusing on what depends on us,
A QUESTION FOR RETAIL LEADERS
Extraordinary retail growth often starts with a very simple question:
What could we do today to attract “just” 10 more visitors?
In other words:
Can store teams influence footfall?www.capkelenn.com
info@capkelenn.com
Benoit Mahé – Co-founder of CapKelenn
