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Most online retailers deploy analytics software that can generate insights into how shoppers engage -- which products they search for, how they navigate categories and brands, which activity correlates with purchases, and so on Because of these analytics tools, online retailers tend to assume that whenever they need to know how to optimize e-commer...
It's no secret that brand affinity -- a shopper's preference for a particular brand -- can be one of the most potent drivers of purchasing decisions. For retailers, leveraging brand affinity to influence shopper behavior is paramount for success But how is that done? How do you determine and factor a shopper's brand affinities into merchandising de...
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