RWS’s New Notification System Drives In-Store Traffic

Retailer Web Services’ (RWS) latest lead generation feature on WebFronts Level 4 is not only converting online shoppers, but is driving online traffic into stores. Hot Prospect notifications allow independent retailers and their sales associates to contact prospects directly with relevant information about the product(s) they’re shopping for online—and begin building meaningful relationships earlier in the buying journey.

Automatically generated Hot Prospect notifications are powered by Level 4’s de-anonymization technology. This technology allows online shoppers to introduce themselves while on the retailer’s WebFront. Progressive profiling technology tracks consumers’ purchase intent while on the site. RWS has sent more than 150,000 Hot Prospect email notifications to retailers using Level 4 WebFronts since going live in the fall of 2017.

Through this technology, retailers receive email messages with the subject, “Your Level 4 WebFront has de-anonymized a new hot prospect!” Each notification includes: the name of the prospect that has browsed the site, their site activity score, a list of all the products they browsed and their email address.

RWS encourages retailers to seize the opportunity provided by Hot Prospect notifications to contact prospects in a timely manner to thank them and offer assistance. According to, if retailers follow up with web leads within five minutes, they are nine times more likely to convert them. To that end, RWS provides a best practice introductory email template for retailers to customize for use.

After receiving several Hot Prospect emails, Katrina Lynch-Allen of Lynch’s Furniture & Appliance, Inc., in St. Robert, Mo., has found success in using the RWS email template to customize and contact prospective customers. “The email template RWS provides makes it super easy on my part to do something with these great leads,” said Lynch-Allen. She cited a prospect who, after she had sent an email within 24 hours of their website visit, visited the store the next day and purchased a sectional sofa and other items.

“I can’t help but think people who are receiving my emails after they’ve shopped the site are coming into the store—Hot Prospect software is driving in-store traffic,” said Lynch-Allen.

“Most independent retailers are great at building relationships with people who come into their store,” said RWS Chief Operating Officer Jennie Gilbert. “But in today’s digital age, customers interact with businesses on their smart phones and the internet long before they call or come in. How well retailers connect and build relationships during these digital interactions determines if they will ever get the chance to win their business in person.”

Gilbert continued, “Responding to these Hot Prospect notifications is a powerful and easy way to get a leg up on the competition and showcase the superior customer service independent retailers are known for.”


About Retailer Web Services: Founded in 2006, Retailer Web Services (RWS) is a Scottsdale, Ariz.-based provider of proprietary e-commerce, web design and other high-performance software solutions to help independent retailers achieve success. A champion of independent retailers, RWS is an authoritative source on durable goods product data and consumer purchasing habits. RE:THiNK: 11 surprising things you should do now to win retail customers in the digital age (RWS, 2015) provides actionable advice grounded in the way consumers shop for durable goods. RWS serves more than 2,000 independent durable goods retailers across North America.

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