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Behavioural analytics: The why and how of e-shopping
By determining the behavioral preferences of the customers coming to their store, e-marketers can align language and behavior of the Web site to provide those customers with the best shopping experience, one that feels tailored for them. Similarly, outbound marketing and traffic generation activities can be aligned.
Think of this scene: A woman walks into a high-end department store on Fifth Avenue. As she enters, a salesperson rushes up to her, shouting: "Welcome back, Ms. Smith. Last time you were here, you bought some makeup. I bet you want to buy some perfume today, right?"
Web-based commerce has made massive strides in the past 10 years. The leaders in the space are using manifold technologies in an effort to attract qualified customers -- and to keep them returning. However, simple examples like the one above in which e-commerce best practices are compared with those employed in traditional stores lead some behavioral experts to wonder if something is missing.
