Average Transaction Value: The Retail Metric You Can’t Ignore
Data Blades S2E3 - From Service to Sales: How Retailers Can Increase ATV with Gareth Johns
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For decades, retail leaders have leaned on consumer surveys as the ultimate tool to understand shoppers. But here’s the uncomfortable truth: what people say doesn’t always match what they do. That disconnect, the consumer sentiment gap, has become one of the biggest blind spots in retail and consumer goods. And it’s exactly what we unpack in Season 5, Episode 13 of The Retail Razor Show.
Unlocking ATV Growth: Gareth Johns on Coaching, Culture, and Customer Experience
When we sat down with Gareth Johns, Chief Data Officer for TruRating, for the final part of our three‑episode series, one theme stood out: Average Transaction Value.
ATV is the metric that keeps retail leaders awake at night. It’s not just about the size of the basket. It’s about how well your teams move beyond reactive service to create proactive experiences that inspire customers.
Gareth reminded us of something simple but powerful:
“I hire for passion and I hire for communication skills and I can teach retail.”
That line captures the heart of this conversation. Retailers often hire for experience, but passion and communication are what truly drive ATV growth.
From Service to Sales
Coming out of COVID, many retailers found themselves with staff focused only on service.
Greeting customers, pointing them to products, solving problems. Important tasks, but not enough to increase ATV.
Gareth explained that the real drop‑off happens when teams fail to shift from service to sales. That is where coaching and culture make the difference.
Coaching vs Task Management
One of our favorite moments in this episode was Gareth’s description of coaching:
“Approach customers as if you were meeting them at a barbecue. Have that experience, talk to them like that.”
It’s a reminder that authentic interactions beat scripted tasks every time.
Coaching staff to see sales as helping, not pushing, reframes the entire customer experience.
Data That Drives Confidence
We also explored how data empowers frontline staff. Gareth shared how footwear retailers use TruRating insights to measure whether customers feel the benefits of a product were explained clearly.
When staff can connect product benefits to customer needs, ATV rises. As Gareth put it,
“If I’ve given them three benefits of the product that are relevant to what they’re buying, those are the things that get me to the $200 trainer versus the $100 trainer.”
Why This Matters
Retailers who want to grow ATV need to think beyond KPIs.
It’s about hiring for passion, coaching for authenticity, and using data to build confidence. The result is a culture where sales feel like helping, and customers leave feeling validated in their choices.
Join us on the journey…
So, where do retailers go from here?
Gareth suggests starting with clear goals.
“Knowing where you’re heading rather than just saying, ‘I’d like to grow ATV by X percent’ is crucial,” he states.
Additionally, investing in coaching and hiring practices is essential for long-term success.
As this rich discussion wraps up, it’s clear: retail is evolving, and with the right blend of people, data, and culture, the opportunities are boundless.
Casey sums it up eloquently: “Sales is helping, it’s not a bad word.”
To unlock the full potential of your transactions, embrace the data, empower your teams, and remember—every interaction is a chance to inspire!
Tune in the full episode for more insights, and don’t forget to catch parts 1 and 2 with Gareth for a deep dive into these strategies plus loyalty and conversion!
Until next time: Stay sharp, be data-driven, and remember—always harness a bit of AI charm!
Sincerely,
Ricardo Belmar & Casey Golden
Co-hosts of The Retail Razor Show
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