Affinity Shopping and Free Choice
December 23, 2010
With the holiday shopping season here, retailers try to improve their e-commerce systems, including navigational ease and relevancy of products offered to buyers. Market Watch states in “Retailers Embrace Internal Site Search for Accuracy, Relevancy, and Profitability” that retailers have turned to the Aberdeen Group report: Retail E-Commerce Search: Accuracy, Relevancy, and Profitability in the Age of Choice to help them “address rapidly shifting customer affinities.” E-commerce system vendors underwrite the “free” and independent and objective analysis.
“Consumer and business analytics resources allow retailers to leverage the search process as a key customer touch-point. The more information taken into consideration regarding previous activity and site behavior, the more likely an up-sell will be. This saves time for the consumer and increases profitability for the retailer.”
By using customers’ analytical search data, retailers will improve their search results. Retailers are depending on this data to help increase their profit margins for this year. All I can say is get it quick after you take a wild and crazy survey with words like “affinity” in the questions.
Combine this with Google’s “contextual discovery” and shopping becomes something my great grandmother would not have recognized. Would she have made her own decisions about sox?
Stephen E Arnold, December 23, 2010
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