On this episode of The Voice of Retail, Michael LeBlanc welcomes Mark Ryski, Founder & CEO of HeadCount and author of Store Traffic is a Gift. Mark explains why retailers should stop relying on transactions as a proxy for store visits and start treating traffic as a vital, first-party data source. Together they explore post-pandemic retail dynamics, the limits of AI, and how leaders can convert every store visit into meaningful sales growth.
In this episode of The Voice of Retail, Michael LeBlanc sits down with Mark Ryski, Founder & CEO of HeadCount and three-time retail author, to explore why store traffic remains one of the most underutilized and misunderstood metrics in modern retail. With over two decades of experience pioneering traffic and conversion analytics, Mark shares insights from his new book, Store Traffic is a Gift, and explains why retailers must treat every store visit as a precious opportunity.
Mark begins by recounting his early career in Edmonton, where a stint managing a single computer store opened his eyes to the importance of measuring traffic. What started as an entrepreneurial challenge became a lifelong mission—helping retailers of all sizes, from independents to global chains, understand the relationship between visits, transactions, and conversions. He reveals how his first book, When Retail Customers Count, broke new ground, and how subsequent works, including Conversion: The Last Great Retail Metric, gave leaders practical playbooks to rethink operations.
The conversation dives into the myths that persist in retail, such as the assumption that transactions equal store visits. Mark explains why this false equivalency blinds retailers to missed opportunities, misguides staffing schedules, and undermines marketing effectiveness. He argues that traffic counting is as essential as point-of-sale systems, electricity, or internet access. With a SaaS-based platform, HeadCount provides “analytics as a service,” helping retailers turn data into actionable insights, whether they operate one store or thousands.
Looking back at the pandemic, Mark reflects on how the sudden collapse of traffic underscored its value and forced retailers to redefine what store visits mean in an age of curbside pickup, BOPIS, and returns partnerships. He stresses that not all traffic is equal—intentionality matters—and that success comes from converting purposeful visits, not just chasing volume.
Michael and Mark also tackle the role of AI in retail. While acknowledging AI’s potential, Mark warns that technology cannot fix flawed operating models. Instead, AI must be grounded in reliable first-party data, with store traffic as the denominator for every in-store initiative.
Finally, Mark shares practical advice for retailers: stop using sales transactions as a proxy for store visits, start aligning staff schedules to actual traffic patterns, and never squander the chance to serve a customer once they cross the threshold. With consumer habits shifting faster than ever, his message is clear—store traffic is a gift, and every visit counts.