Attracting new customers is important. But so is converting those who are already there

🎯 Every retailer has two obvious priorities:

👉 Bringing loyal customers back
👉 And attracting new ones.

The first ensures profitability.
The second drives growth.

A client told me recently:

“For us, it costs on average €47 to attract a new customer through marketing campaigns.”
I didn’t dare ask how much they spend to keep an existing one…

But there’s a third category, often forgotten:

🛍️ Customers who come into the store… and leave empty-handed.

Depending on the brand, that can represent:

• Up to 85% of in-store traffic for some,
• Around 50% for so-called “destination stores.”

💡 These visitors are already there - interested, engaged, and talking to your teams.

They’re probably the most profitable segment to convert.

So ask yourself:

👉 What’s your strategy to win over these “almost-converted” customers?

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