A customer who browses without intending to buy is called a looky-loo. They can waste salespeople’s time and affect sales figures. Some retailers use code words to identify different types of customers. Looky-loos can become paying customers in the future.
Some shoppers walk into a showroom or store with a specific purpose in mind. Others may have the intention of making a purchase, but want to browse before making a final decision. A customer who browses with little or no intention of making a purchase, however, is often referred to as a looky-loo. A looky-loo can lurk quietly in aisles or seek a salesperson’s attention on the floor. For reasons that should soon become apparent, many retailers fear the sudden and often time-consuming appearance of a looky-loo.
Some people enjoy shopping or browsing, even if they have no intention or means to make a purchase or place an order. They may have a few hours of free time on their hands, or they may just want to get out of the house and look at large items like luxury cars, recreational vehicles, or luxury homes open for viewing. Looky-loos can ask for a guided tour of a house or to test drive an expensive sports car, knowing these items are strictly out of their price range.
A looky-loo can consume much of a salesperson’s time and energy, which can prove costly if the employee misses an opportunity to greet an actual paying customer. Salespeople often earn commissions on the sales they make, so spending a significant amount of time with a looky-loo can affect the company’s overall sales figures for the day. This is why a number of salespeople will walk away politely from a customer who they say is just browsing or looking around.
The term looky-loo is by no means a scientific or universal definition. It is most likely derived from a fanciful alliteration of the word observer. Some retailers tend to use code words for certain types of customers in order to notify sales personnel of a potential price huckster or haggler or other alternative form of buyer. Many sales professionals tolerate the occasional looky-loo, because even a serial browser can one day become a paying customer.
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