Real Retail #2
We're Measuring What's Easy. Not What Matters.
Retail measurement often overweights the behaviors that are easiest to track while undercounting the physical interactions that shape consideration, preference and purchase.
Real Retail
Measure what matters.
A series by Mike O'Farrell about physical commerce, consumer behavior and the measurement systems that shape where businesses invest.
Read the overview →
Real Retail #1
The Truth About Commerce in America
Physical retail still drives a huge share of commerce, yet investment and measurement disproportionately favor digital channels.