Almost two-thirds of the top performing online retailers have a customer analytics system in place, while 64% of such users are satisfied with its performance in helping them to boost both sales and customer loyalty.
These are the findings of a report called ‘E-commerce Analytics: the Cornerstone of a Complete Customer Profile’ published by analyst company, the Aberdeen Group.
The study indicated that the top retailers are using analytics to quantifiably measure consumer behaviour in both previous and existing shopping sessions in order to improve the quality of product searches, marketing campaigns and other display and merchandising initiatives.
Greg Belkin, chief author of the report and an ecommerce analyst at Aberdeen, said: "In a challenging economy characterised by decreased customer spend, customer expectations are through the roof. Online commerce must be specific and personal to provide the customer with exactly what he or she is looking for in as short a time as possible."
As a result, some 43% of respondents said that their key priority was to employ analytics tools to capture data from all customer touch points, including customer attraction (marketing), conversion (merchandising and customer behaviour) and retention (post-purchase follow-up). This figure compared with only one in five that used such offerings in a more traditional marketing capacity.