In-store conversion rate measures how many visitors end up buying. At store level it is the share of visitors who make a purchase, and a low rate may point to issues with layout, product selection or customer service, as described in our article on consumer behaviour.
Store-level conversion, however, hides where sales are won and lost. Shoppermotion measures conversion bay by bay: who passed, who slowed down to look, who stopped to engage and who put the product in the basket. Each anonymous path is matched with its ticket at the checkout, so a trip that passed a bay counts as a buyer when its ticket contains a product from that bay. The result is measured, not modelled.
Conversion is the last step of the conversion funnel and the base of retail media measurement: comparing the conversion of exposed and non-exposed shoppers gives the incremental sales of a campaign. It is also the metric that usually decides the winner of an A/B test of layouts or planograms.
Two examples from our blog: in a store with 2,103 weekly visits, 773 shoppers visited the dairy and cheese section and 428 bought from it (category management article). In a flyer analysis, 268 purchases came from 995 visits to the CSDs section, a 26.9% ratio (how to measure in-store promotions).