What indicates the effectiveness of a promotional program targeting retail sales?

The effectiveness of a promotional program targeting retail sales is best indicated by increases in dollar sales compared to the previous year. This metric directly reflects how successful the program has been in generating revenue and attracting customers to purchase products. When analyzing the success of any promotional strategy, the actual sales figure provides a tangible measure of its impact on the business. A rise in dollar sales shows that the promotional efforts are resonating with consumers, leading to higher purchasing volumes.

In contrast, while increased marketing costs or greater foot traffic may suggest some level of success, they do not directly translate to effective sales performance. Increased marketing costs can indicate a higher expenditure without guaranteed returns, and greater foot traffic does not always mean more sales if visitors are not making purchases. Additionally, an increase in customer complaints could suggest dissatisfaction with the offerings or service, which would likely detract from the effectiveness of any promotional strategies being implemented. Thus, focusing on dollar sales growth provides the clearest gauge of a program's success in driving retail sales.