The 80% Problem: How Incu Captures the Customers Who Don’t Buy | #618 — Add To Cart: Australia’s eCommerce Show

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.

And the insight they keep coming back to is simple. Retailers are obsessing over the 20% who buy, and ignoring the 80% who don’t. In ecommerce, every click is tracked, retargeted, and optimised. But in-store, most of that intent disappears the second someone walks out the door.

That’s the “black hole” Shane refers to. Customers spend time, show intent, even try products… then vanish with zero follow-up or visibility. The opportunity isn’t marginal. Converting just a small percentage of those missed customers can unlock meaningful revenue growth across the entire business.

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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