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Blueport Commerce Blog
by Erica Blute

A few weeks ago I attended the Stratigent Workshop Series: Empower 2014 in Boston. In addition to a lovely meal at McCormick & Schmick’s, I had the pleasure of deep diving into current analytics topics including best practices, strategies and insights across all channels. While I came away with more than a few insights, here are three I found particularly relevant for furniture retailers:

Tip #1: If You Don’t Get It Right the First Time, Try, Try Again

A common theme at the conference was that there is no “one size fits all” approach to analytics. Building your analytics strategy has to be specific to your business. It is important to continue to iterate to see real improvements. Maybe you start out with too many KPI’s or too few to give you the full picture of how customers use your site. Regularly audit your analysis strategy and KPI’s to see what is working and where you can continuously improve.

Tip #2: Keep Your Ear to the Ground

A representative from OpinionLab, a global leader in customer feedback, shared an example of a pet brand that used real dogs to model their clothing and accessories lines. Scanning through customer feedback, they found a customer comment suggesting the dog models were distracting as she could not envision the costume on her dog of a different breed. This brand implemented the feedback, testing the use of mannequins instead of real dogs on their website and ultimately saw increased conversions. You never know when that ‘ah-ha’ moment will arrive—keep listening to your customers and ensure feedback gets into the right hands to make change.

Tip #3: Use Customer Knowledge—Apply User Data

Once you’ve collected data on your customers, use the information to create profiles on those users and then target them based on their shopping behavior. For example, if a customer visits your site and purchases a couch, the likelihood of them purchasing another couch is probably pretty small. So why retarget these customers with ads that show couches similar to the couch they just purchased? Instead, try marketing living room products that go with that couch, such as lamps, ottomans, pillows, or occasional chairs.

It wasn’t a coincidence that this workshop was titled Empower 2014 as the effective use of analytics can pay dividends for retailers. Use these three most-relevant tips to help you get on the right track towards mastering data analytics.

This article can be found here.


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