Traffic Trough

Retail finds itself in unfamiliar territory - the flat (traffic) lands.

We’re in a strange time in digital. For the first time in more than a decade, traffic is falling. We’re in a drought.

And, in this ever-thirsty ecommerce world, this isn’t acceptable. Here’s the proof.

Traffic has troughed, with visits flat to down in each of the last 3q’s. Some may rationalize the declines, claiming that ‘we’re anniversarying the COVID bump!’ or  ‘macro-economic factors.’

But brands - and boards - want (demand?) growth. We can’t let traffic drop.

Traffic oxygenates digital. Without net-new, we are on a - by definition - path to attrition, even with the best retention strategies employed.