‘Non-Buyers’ – Why You Shouldn’t Overlook Them

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‘Non-Buyers’ – Why You Shouldn’t Overlook Them

Non-Buyers are often just a millimetre away from being a potential purchaser – so don’t ignore them! With the new technology and techniques available today, we know more than ever about shoppers and the whole realm of retail sales.

With that in mind, we need to re-evaluate the sales aspect.

In an environment where everything is urgent and immediate, and where reporting is kept so up-to-date, it is too easy to focus entirely on what has just happened, and to overlook those things that impact the future.

Believe it or not, it’s not all about sales – there are so many other aspects that are equally important. Let’s look at a promotional gondola end for example, and consider the following points:

  • What percentage of the store footfall walks past the promotional end?
  • Of this percentage, how many shoppers really look at the fixture and how many ignore it? Does the fixture actually attract much attention?
  • Next, out of those that do look at the fixture, how many stop and browse? Does the promotional end engage attention or is it wasting floor space?
  • Lastly, do any of those that stopped to browse handle the products? Is there any interaction with the product?
  • The really big question is, does it sell? What percentage of the shoppers actually buy it?

This set of questions is what sales analysis is all about. It’s not just about looking at who buys, but who doesn’t buy and how close they came to buying. If you can capture these metrics, you get a much more comprehensive understanding of the performance of in-store activity, for example:

  • You had a fantastic offer, but shoppers did not see it – meaning it’s no fault of the offer.
  • The display caught the shoppers’ attention, but didn’t encourage them to buy, which is a different matter altogether.
  • Shoppers took the time to pick up products and read the information before rejecting them. This is yet another separate issue.

If we take this data and add in the ‘shopper mission’, demographics, and factors such as the time of day, the information becomes extremely influential in planning the next in-store activity.

Yes, sales are the essence of retail, but grasping what keeps people from buying and knowing the point at which they turn away from the path to purchase is extremely useful information.

To learn more about the importance of understanding shoppers (and whether they are buyers or not) read ‘Shoppology: The Science of Supermarket Shopping’.