S2:E3 From Service to Sales: How Retailers Can Increase ATV with Gareth Johns

Retail store sales teams can no longer rely on delivering reactive service if they want to increase average transaction value. A proactive customer experience driven by passion and data are what’s required. In this episode of The Retail Razor: Data Blades, hosts Ricardo Belmar and Casey Golden welcome back Gareth Johns, Chief Data Officer at TruRating, for the final installment of a three-part series. This time, the focus is on Average Transaction Value (ATV). A critical retail metric that goes beyond good service to embrace proactive, experience-led selling.

Gareth shares actionable data-driven insights on how retailers can:

• Shift from reactive service to proactive customer experience.
• Hire and coach staff for passion and communication skills, not just retail experience.
• Reframe sales KPIs to inspire rather than intimidate.
• Use real-time data to empower frontline staff and boost ATV.
• Balance authentic customer interactions with upselling strategies in fashion and footwear.

What You’ll Learn:

• Why ATV is more than just a number, it’s a reflection of customer experience.
• How coaching beats task management in driving retail performance.
• Real-world examples of retailers using TruRating data to grow ATV.
• The role of managers in shaping store culture and sales outcomes.

Whether you’re a retail executive, store manager, or innovator, this episode delivers practical data-driven strategies to increase ATV, empower teams, and build a culture of authentic selling.

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Guest Spotlight:
Gareth Johns, Chief Data Officer, TruRating - https://www.linkedin.com/in/gareth-johns-7166524/
Gareth Johns is an internationally experienced product and data development leader with 20+ years of expertise in using big data and technology to drive business growth for major retailers. He played a key role in scaling dunnhumby, a global leader in customer data science, from a 30-person startup to an international powerhouse in marketing analytics and customer insights for Tier 1 retailers. After leading strategic initiatives across the US and Europe, he went on to Starcount before joining the TruRating team. Gareth is passionate about transforming the way retailers collect and use customer feedback. At TruRating, he’s helping businesses access real-time, transaction-tied consumer data at an unprecedented scale; revolutionizing how retailers measure and improve business performance.

More from TruRating on increasing average transaction value:
https://trurating.com/events/atv-masterclass/

Chapters:

(00:00) Preview

(00:53) Show Intro

(03:23) Welcome Back Gareth Johns, Chief Data Officer, TruRating

(04:17) Challenges in Retail Staffing

(06:11) Strategies for Increasing ATV

(11:23) The Role of Data in Retail

(14:36) Coaching for Better Performance

(19:17) Show Close

Meet your hosts, helping you cut through the clutter in retail data insights:

Ricardo Belmar is an NRF Top Retail Voice for 2025 and a RETHINK Retail Top Retail Expert from 2021 – 2025. Thinkers 360 has named him a a Top 10 Thought Leader in Retail and AGI, a Top 50 Thought Leader in Management, Careers, and Transformation, and a Top 100 Thought Leader in Agentic AI and Digital Transformation. Thinkers 360 also named him a Top Digital Voice for 2024 and 2025. He is an advisory council member at George Mason University’s Center for Retail Transformation and the Retail Cloud Alliance. He was most recently the partner marketing leader for retail & consumer goods in the Americas at Microsoft.

Casey Golden, is the North America Leader for Retail & Consumer Goods at CI&T. She is a RETHINK Retail Top Retail Expert from 2023 - 2025, and Retail Cloud Alliance advisory council member. Obsessed with the customer relationship between the brand and the consumer. Once immersed in fashion & supply chain tech, now slaying Franken-stacks & building retail tech. She is also the Founder of Luxlock, a cross-channel customer experience management platform.

Includes music provided by imunobeats.com, featuring Tech Lore from the album Beat Hype, written by Heston Mimms, published by Imuno.