Close

Choose a country

United KingdomEnglish
South AfricaEnglish
IndiaEnglish
InternationalEnglish

Why are customers visiting your shops without buying anything?

Blog
5th September 2017

New figures from ForeSee research suggest that around 50% of visitors to retail shops never have any intention of making a purchase. They visit just to look at the products and then order online.

This non-purchasing behaviour is a problem faced by all retailers at present. Retail chains invest in their properties, and online rivals can offer better deals specifically because they are selling online with just a single warehouse as infrastructure.

If retailers could even reduce the number of customers that visit, but don’t buy, by just a few percentage points, then it would give a significant boost to revenues. But how can it be achieved when online shopping habits are so deeply ingrained today?

The first question that needs to be answered is how well do you understand the intentions of your existing shoppers? There is a difference between shoppers who visit a store and have no intention to buy because they are just visiting on a ‘showrooming’ mission, and those who visit intending to buy and leave empty-handed. Perhaps they could not find the item they wanted, or it was out of stock, or they could not find any advice from an associate, or the line to pay was too long.

Customers who visit and do not buy are not always showrooming. Sometimes it’s the experience of visiting your store that forces them to walk out without making a purchase. But it’s not easy to find out what customers really think when they do this. Until you have some real data on what is wrong, it is hard to take steps to improve the situation.

Research into customer behaviour is essential to get this right. You need to speak to people who visited stores, whether they made a purchase or not, to find out about their experience. Did they make a purchase? If they did, how easy was it? If they didn’t, were there circumstances that led to them leaving without buying? Only once you have these detailed insights, you can determine if the visitors that come, but never buy, are really showrooming or – for example – just walking out because your checkout lines are so badly organised.

What do you think is causing customers to walk out without buying? Is there a potential reason I’ve missed? Leave a comment below and let me know, or get in touch on LinkedIn.


Helen Murray
Article by: Helen Murray

News & Insights

Solution Designer
Service Provider
Technology Enabler
Whitepaper
#4 OneShot – Culture

Table of Content: A Word : Location A Figure: 32% stock market valuation for companies with a strong customer culture Three Opinions: Culture, what impact does it have on your performance? A piece of information: At Renault, design has become THE cultural priority. A Demo : Cultural labs A B-Case: McDonald's is changing its culture to adapt to national customs A Hashtag:...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
Blog
Whitepaper launch: Emotion, choice and being human in customer service

Author: Helen Murray,  Chief Customer Solutions Officer - Webhelp UK, India and South Africa Webhelp’s latest Disruptor Series Whitepaper, highlights just how important it is for brands to create emotional connections with customers. For the launch of our latest Whitepaper, ‘Emotion’,...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
News
New Webhelp commissioned research reveals that customers will pay more, be more loyal and recommend brands they have an Emotional Connection to.

Data shows emotional connection increases consumer action To thrive in today’s competitive landscape, it is essential that brands cultivate an emotional connection with their customers, according to a new YouGov online survey of 2,013 GB adults. Commissioned by leading customer experience...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
News
Webhelp raises £31,000 for charity partner Together for Short Lives

Generous Webhelp employees have raised an incredible £31,000 for Together for Short Lives, which was the company’s corporate charity partner for 2019. Led by their Engagement Ambassadors, they took part in some inventive, inspiring and fun activities to raise vital funds for Together for...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
Case Studies
[Fashion] Fifty Jeans – Launch your brand without cashflow problems!

...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
Load more
×

Webhelp Cookies Preference Centre

Strictly Necessary Cookies
The website requires the use of cookies for essential functional requirements and these are outlined in the cookies policy.

Enhanced Functional Cookies
Some features of this website use services provided by third parties websites. These features use cookies to implement their services on this website and may collect data about your visit to help them optimize their functionality. The Webhelp cookies policy outlines the cookies used by these services.

We have links to social networking such as Twitter, Facebook and LinkedIn.
These websites are third party sites. We do not place cookies on their behalf, and do not have control over the way they collect or use your data.
We encourage you to read more about their policies:
Twitter
LinkedIn
Facebook