A «Lost Customer Study» was conducted for a leading company in the textile sector. A lost customer profile was determined by interviewing visitors who did not purchase anything.


In the research, the stores that were visited before and would be visited after by respondents were determined, frequency of store visits was specified, store personnel were evaluated, like level of the collection and adequacy of stock were examined, and the trade-off between product quality and price was explored. Needs and expectations of the lost customers were determined. Using the results, product designs and presentations were developed to gain the lost target market, and store sales were increased.