Study: Retailers leaving shopping data off marketing plans

In this world of shopping in-store, shopping online, researching online but buying in-store and researching in-store but purchasing online, there is a wealth of shoppers' data waiting to be used. For many retailers that data is a simple click away, already tabulated from shoppers' visits to retail hubs. And yet, according to a new report, the bulk of online retailers are missing out because the data collected isn't being used.

by Kristina Knight

The new report, conducted by RSR Research on behalf of Bronto, found that nearly half of retailers surveyed don't collect product/site browsing data. That kind of data can be used to serve a more relevant shopping experience to customers on future visits. In addition about one-quarter (22%) of retailers aren't using data from different channels - for example, matching up email and ecommerce actions for additional in-purchase or follow-up purchase sales.

The report can be found here.

Perhaps most disturbing: one-quarter (24%) of retailers aren't following up with shoppers after converting a sale. Those follow up emails could contain also-buy information about peripheral gear related to the sale, include a frequent shopper discount or other information to engage the shopper to return to the store soon.

"Retailers have a lot to gain from consumer purchase data, but the RSR survey shows many still struggle to make data actionable and they're missing out on revenue opportunities," said Jim Davidson, Bronto's manager of marketing research, who cooperated with RSR on the report. "Those retailers who close the gap by integrating marketing and e-commerce platforms are reaping the rewards through stronger customer loyalty and a greater share of revenue."

Tags: Bronto, ecommerce data, ecommerce trends, online shopping trends, RSR Research