Retail Marketing: not enough customers?

From the Making Ads Work blog: why aren't more customers coming into your retail store?

1. Is it because they don't know about you?
2. Is it because they do know about you?
3. Is it because they think they know about you but don't really?

Craig Arthur provides suggestions for what to do in each case. "Top-line Sales Volume is merely the sum of Impact Quotient x Share of Voice x Personal Experience Factor x Market Potential. There’s nothing that can affect your business that doesn’t fit into one of these categories."