The need for sensors
In e-commerce, online retailers long ago discovered the value of in-depth shopper analytics. At first, they counted visitors as they entered the domain, and then again at checkout, where they gathered a wealth of shopper data.
Much like brick-and-mortar retailers have done for decades.
But, then, analytics grew to encompass shoppers’ ever more circuitous journeys, and new technologies like “trackers,” “web beacons” and “bugs” collected data around:
- Searches for products or other information
- Clicks on different areas of the website
- Interactions with online store personnel via chat
The result? Online merchants have utilized shopper insights to make data-driven decisions to continuously improve and optimize their websites over time.
Back at the brick-and-mortar store, retailers see similar shopper parallels with regards to their shopping journeys. And, just like with their online colleagues, there’s a wealth of valuable shopper data available between the front door and the checkout counter.