Collecting data about shoppers is essential for ecommerce businesses. Demographic, social, and behavioral data provides insights to merchants for marketing campaigns, product improvements, and to offer better customer service.
However, when not implemented correctly, data-centric strategies can do more harm than good.
Below are four common mistakes ecommerce merchants make when dealing with customer data.
Not Talking with Shoppers
Technological advancements in behavioral targeting and analytics enable you to collect data and activity without direct communication with shoppers. These days, you can determine whether shoppers like a product without talking to them or asking them to fill out a survey.
And while being passive with your data collection efforts is fast and convenient, doing it too much can alienate shoppers.
That’s why it’s important to collaborate with them. Gather insights by actually communicating with your shoppers. Let them share their information through surveys or quizzes. Direct your customer service representatives…
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