Most ecommerce conversion work targets the same moment: the customer who is already close to buying. But the most expensive conversion problems happen before anyone adds anything to cart.That customer doesn't show up in your abandoned cart report. They just don't show up.

In today's playbook, Chloe de Winter, co-founder of Nala, we cover three things ecommerce operators can take into their business:

-Your real conversion barrier is probably invisible to you
-The best experience investments solve a functional and emotional problem at the same time
-The data you collect through the experience is worth more than any third-party signal you're buying

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80% of your store traffic doesn’t convert.

And for most retailers, that’s where the story ends.

No follow-up.
No data.
No second chance.

As Shane from The Wishlist explains, in-store is still a black hole:
Customers show intent, spend time, even try products… and then disappear.

But here’s the opportunity:
Convert just 2 more out of that 80…
That’s ~10% revenue growth without more traffic.

🎧 Exclusive Episode #618 out now
Spotify | Apple | YouTube

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Shane Lenton, founder of The Wishlist, and Douglas Low, CEO of Incu, are tackling one of retail’s most overlooked problems: what happens after a customer walks into a store, and leaves without buying.

Between them, they’ve seen both sides of the equation. Shane built his career inside omnichannel retail before launching a platform designed to unify online and offline intent. Doug has spent over two decades shaping Incu into one of Australia’s most respected retail experiences.

Today, we’re discussing:

- Why in-store retail is still a “black hole” for customer data and lost revenue
- How capturing in-store intent can unlock an extra 10%+ growth without more traffic
- The difference between data-driven personalisation and real human relationships
- Why most retailers struggle to deliver consistent service across locations
- Turning staff intuition into scalable, trackable customer data
- Why first-party data is becoming retail’s biggest competitive moat
- How AI will enhance retail teams, not replace them

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If your marketing feels like a catalogue, your customers can feel it too.

@cherrycollectables flipped the model for live shopping:
✅ Community first
✅ Entertainment second
✅ Offers last

Focus on earning trust.
Conversion follows.

🎧 Episode #617 out now
Spotify | Apple Podcast | YouTube

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