Case Study: Leading Apparel Retailing Company achieves a $310M conversion opportunity and faster, easier shopping with Service Management Group (SMG)

Leading Apparel Retailing Company - Customer Case Study

Leading Apparel Retailing Company enlisted Service Management Group (SMG) to answer a pressing retail question: why do roughly 70% of shoppers who enter their mall stores leave without buying? SMG ran a non-purchaser panel study—using traffic counters plus post-transaction online surveys, associate invitations, and face‑to‑face exit interviews—collecting 6,144 non‑purchaser responses to diagnose the conversion problem.

SMG’s analysis revealed 59% of non‑buyers had intended to purchase and identified top barriers (price 36%, merchandise availability 33%, not enough time 31%), estimating that converting just 10% of those intending buyers would have generated about $310 million in additional revenue. Based on SMG’s findings and recommendations, the retailer implemented operational fixes—size stickers, clearer signage, associate “lay of the land” training, and improved folding/distribution—making it faster for customers to find items and materially improving the store’s conversion opportunity.