Online retail 'can improve customer analysis'

E-commerce can be the "silver lining" for retailers which embrace the energy saving benefits and customer analysis which it delivers, it has been suggested.

Speaking to eWeek Europe, Rebecca Ward, chairperson and chief executive officer of Tealeaf, said virtual storefronts can reduce the consumption of energy of not just enterprises themselves, but also of customers.

As well as the green benefits, she stated that e-commerce can enable businesses to analyse their customer base more effectively through a closely monitored inventory management system that can reduce inefficiencies.

"Increasing understanding of how visitors carry out transactions online and taking steps to improve customer experience will ensure that the web continues to become the most convenient shopping channel of choice," Ms Ward said.

Email marketing can be one tool utilised by firms in order to improve the experience of customers.

Landing page content reached through html email newsletters needs to be optimised and should match the interests of potential customers by using query and search keyword strings, Ram Krishnamurthy and Brad Neelan from Quaero wrote on Inside CRM.

Written by Tim Dunton