The in-store/outlet conversion rate refers to the percentage of customers who make a purchase at a physical retail location or outlet after entering the store. This metric is used to measure the effectiveness of a store in converting foot traffic into actual sales. A high in-store/outlet conversion rate indicates that the store is successful in enticing customers to make a purchase, while a low rate may suggest that improvements are needed in the store’s layout, product selection, or customer service. This metric is important for retailers to track as it directly impacts their revenue and overall success.