In retail, every unsold customer is a golden opportunity waiting to be unlocked. At TraxSales, we call it IGE – Information Gathering Efficiency – the percentage of unsold customers from whom your team captures key contact details like phone numbers, emails, or addresses. Top performers hit 30-40% capture rates, turning lost traffic into future revenue through smart follow-ups. If your rate is hovering at the average 1-5%, it’s time to level up!
Here’s how to skyrocket your IGE with these proven steps:
1. Calculate Your Baseline IGE: Start by measuring accurately – track foot traffic, unsold interactions, and captured contacts. Use tools like TraxSales’ Upboard to pinpoint gaps and set realistic goals.
2. Train Salespeople on Natural, Value-Driven Asking: Equip your team to ask conversationally after building rapport. Explain the “why” – e.g., “Share your email for exclusive deals on items you loved.” Make it part of ongoing training and performance reviews.
3. Offer Incentives to Customers and Staff: Sweeten the deal with coupons, giveaways, or loyalty points for customers. Reward staff with bonuses for hitting 30%+ rates – this dual motivation can triple your captures!
Use Technology for Easy Capture: Deploy tablets, kiosks, or integrated POS systems for seamless, error-free entry. Digital forms make it feel less intrusive and more efficient.
4. Collect Gradually and Respect Privacy: Don’t overwhelm – start with email and build from there. Always get consent, explain data use, and comply with privacy laws like GDPR/CCPA to foster trust.
5. Follow Up Quickly to Reinforce Value: Send personalized texts or emails within minutes (e.g., “Thanks for stopping by! Here’s a special offer”). This validates the capture and boosts be-back conversions.
6. Measure and Optimize Continuously: Analyze by store, employee, or time of day. Segment data (e.g., RFM analysis) and tweak strategies – continuous iteration keeps your IGE climbing.
7. Implementing these steps can transform your unsold leads into loyal customers and drive sustainable growth. What’s your current IGE? Share in the comments – let’s discuss tips and triumphs!
