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How to Measure Store Performance

How to Measure Store Performance. Measures of Individual Store Performance. How to Measure? Mystery-shopper/purchase surveys Process data In-store premise surveys Why measure? Evaluate programs Compare stores Demonstrate compliance. How Do We Measure Individual Store Performance?.

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How to Measure Store Performance

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  1. How to Measure Store Performance

  2. Measures of Individual Store Performance How to Measure? • Mystery-shopper/purchase surveys • Process data • In-store premise surveys Why measure? • Evaluate programs • Compare stores • Demonstrate compliance

  3. How Do We Measure Individual Store Performance? Issues: • What to measure? Any sale or prevalence? • Purchasers overage, underage, or appear underage? • Store performance complex and highly variable (inconsistent over occasions) • Many levels of factors important • Need observations at different times and days with different clerks

  4. Complex Factors Affect Sales Rates Broader Legal and Social Environment Corporate Characteristics Clerk Store Characteristics Context

  5. Broader Legal and Social Environment • State laws and statutes • Local ordinances • Enforcement levels • Community action • Community norms

  6. Corporate Characteristics • Corporate norms • Corporate policies • Communication/training • Management practices

  7. Store Characteristics • Manager norms • Store policies • Communication/training • Management practices

  8. Context Shopping Context • Time and day of week • Number of clerks present • Number of other customers present • Manager present Customer Characteristics • Customer age • Customer gender • Customer appearance

  9. Clerk Characteristics • Age • Gender • Experience • Commitment to organization • Own smoking and drinking behaviors • Perceptions/beliefs

  10. Oregon Youth Access to Alcohol Project • Alcohol purchase surveys • Youthful appearing buyers • 385 randomly selected outlets in 45 Oregon communities

  11. Oregon Youth Access to Alcohol Project: Sales Rates

  12. Oregon Youth Access to Alcohol Project: Predicting Sales Rates Factors Related to Sales Rates • Community • Store type • Participant in OLCC Responsible Vendor Program • Clerk asked for ID • Signage • Number of clerks • Clerk’s age

  13. Summary • Accurately measuring individual store performance is very difficult • Measures are highly variable • Performance is affected by a wide range of factors • Ultimately, what is being measured is the behavior of a clerk within a specific context • Adequately capturing individual store performance requires a large number of measures at different times, days, and with different clerks • Performance at the aggregate level (e.g., chain, community) more easily measured

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