Most retail establishments focus primarily with building relationships with existing customers and not potential customers (NON-customers). That leaves revenue growth to casually walk, day-by-day, out the door.

• The challenge is to build mechanisms to engage tens of thousands of browsers and NON-Customers.
• To convert these browsers and NON-Customers into loyal and enthusiastic customers who: visit online and in person with increasing frequency, spend more money and refer their friends.
• Understanding their opinions and preferences unlocks significant new flows of revenue and increased brand value

Key Points:
• Assuming 70% customer retention year-over-year, your current customer base will completely erode within 10 years.
• Shoppers use the internet to influence their shopping experience.
• “The rapid evolution of so-called Web 2.0 tools has shifted the priorities of IT leaders and the software industry. No longer is it enough simply to host content on a website; users must now be able to interact with it. Collaboration is a core component of new software. Search has changed the way we use networks. People now really do expect to have information at their fingertips.” CIO Magazine Collaborate to Innovate, Dec 2006, Paul Gin
• A small segment of people have disproportionate influence on how the rest of us – their friends, family and co-workers – make purchase decisions. DoubleClick identified more than 1,000 influencers among some 6,000 respondents (about 17%) to its annual 2006 Touchpoints online consumer survey, based on their responses to questions that determined them to be active networkers, subject matter experts, bloggers and online community participants. The survey report concluded this is a group worth segmenting out in planning online marketing and advertising because of referrals and advice they tend to give about products and experiences with friends and family.
• BehaviorWorx recently surveyed 23,000 NON-Customers and then sent them e-Coupons. Each completed a survey to help the client understand how to convert them into customers and each was given an e-coupon to drive them into their stores.
• In another engagement, BehaviorWorx identified that cross selling of clothing accessories was occurring at rates of 27% on the sales floor and 33% of engaged respondents used the e-coupon offer they received, went to the store and made a purchase.
• In another engagement, new process tools and training based on BehaviorWorx research, findings were engaged to increase cross selling by 24% and increased revenue from accessories by 15%.