Based on internal data, RadioShack estimated that 40 to 60 percent of clicks on its store locator on its mobile site resulted in visits to a physical store. Of those who did shop at a store, 85 percent made a purchase, ClickZ reported.
RadioShack launched its mobile site in 2011, which included a mobile, touch-optimized store locator with click-to-call and GPS functionality. After its launch, the retailer found the average order value increased by 30 percent, ClickZ said.
Shoe retailer Adidas worked with its agency, iProspect, to estimate the value of each store locator click on its mobile website. iProspect determined that 4 percent of those who clicked on a store locator actually bought something in-store. That means that each store locator click should be worth $3.20. According to iProspect, based on these calculations, for a hypothetical mobile investment of $1 million, in-store sales from store locator clicks adds an extra $1.58 million beyond direct mobile purchases.
Read the full story — and details on the calculations — here.
