Satisfaction with the in-store experience has remained flat year-over-year since 2014, according to ForeSee data. Retailers are doing everything they can to drive store traffic, yet so many shoppers leave without ever making a purchase.

Understanding the elusive store non-purchaser is a mystery to most retailers, yet can pay huge dividends. We heard from one store operations leader that “If we could close the store non-purchaser gap by even 1-2%, it could result in tens of millions of additional revenue every year.”

ForeSee’s Dan Chester explains to BloomReach in a recent interview that there are ways to solve the biggest mystery in retail. “The first step is really being able to capture the purchase experience from the customer’s perspective. And you use that voice of customer data to then understand if [the] sales model and methodology [is] resonating for the audiences [you] care about.”

Watch the entire interview with Dan in the video above.

For more information about how to improve your store conversion rates, read about ForeSee’s Store Non-Purchaser measurement product.