Case Study: Non-Buyer Location Research
A national retail chain.
Interview non-buyers to answer these key questions:
- What items did shoppers intend to buy when they entered the store, and how many?
- What were their reasons for not buying what they’d intended to buy?
- How much was the retailer losing in sales that it should have been able to convert?
- GeoLocate natural shoppers arriving at any of the client’s many U.S. stores.
- Push each of these GeoValidated® shoppers a survey notification just as they left.
- Get completes from 400 qualifying non-buyers within one month.
- MFour pushed approximately 2,700 surveys to validated panelists exiting the client’s stores nationwide, over a 25-day period.
- The project identified the needed non-buyers and obtained 400 completed surveys, an Incidence Rate of 15%.
- Data from non-buyers enabled the client to make a firm estimate of how much it was losing each day because of these missed sales opportunities.
- The client also gained deep, clear insights into why shoppers were walking out without purchasing, even though they had entered stores expecting to buy.
- The top three reasons were “unable to find the intended items,” “store failed to carry the items” and “items were sold out.”
- The client learned how much it was losing each day in missed sales to non-buyers, and why.
- Insights from the study laid a strong basis for planning systematic, store-level operational changes to address the problem.
- Pleased with the tangible return on its research investment, the client enlisted MFour to continue the non-buyer study on a quarterly basis.
- The client receives data segmented by region, age, income, gender and ethnicity, guiding specific, store-level actions.