eCommerce Analytics

Do larger eCommerce retailers have more loyal customers than small retailers? Our data suggests maybe.

We dug through web traffic metrics for 520 retailers to see how many times the average visitor returned every month. Retailers with over 2 million unique monthly visitors have 67% more sessions per visitor every month than those with less traffic volume.

One possible interpretation is straightforward: bigger retailer = better brand = more loyalty. Another interpretation is that visitors return to bigger retailers more often simply because big merchants have a large selection of goods where customers can meet a variety of their shopping needs.

These theories are not mutually exclusive, of course. But are there other explanations that we’re missing?

I am a bit discouraged today. I am surprised that we have not had more takers on our free customer scorecard application. Granted we have not unleashed the Social Media channel on the tool but I figured that after a week of availability we would have 10% more customers. The customers that have used it are overwhelmingly surprised of the results but I still wonder if the tool’s purpose is clear.

One of the leading, and might I say insightful, retail marketing professionals, Kelly Mooney, recently posted a blog titled: “Myths about online Retail Marketing”. In the blog she does a great job of providing an analysis of several marketing myths and there are a couple of takeaways that directly support how we perceive our tools to add value.

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