New Report Shows Retailers Not Taking Full Advantage of Their Site and Shopper Data to Increase Engagement and Drive Sales

Share Article

RSR and Bronto Software survey provides insights into use of consumer path-to-purchase data

Those retailers who close the gap by integrating marketing and e-commerce platforms are reaping the rewards through stronger customer loyalty and a greater share of revenue.

Most consumers today begin shopping long before they enter a store or add items to their online shopping cart. There’s a wealth of consumer intent data produced during each stage of the buying process that could help retailers drive more sales, yet many fail to capitalize on these opportunities due to poor data collection processes and lack of integration between marketing and e-commerce platforms. These are the highlights of a recent survey of 85 retailers with online shopping carts conducted in February 2013 by Retail Systems Research (RSR).

The report, “Harnessing the Power: How Retailers Collect and Use Purchase-Related Data,” was co-developed by Bronto Software (, the leading marketing platform for commerce, and is available for download at

Data and email disconnect across retailer segments
The survey examined retailer data collection and email practices during the pre-purchase, in-purchase and post-purchase stages. During the pre-purchase stage, most consumers do their homework before buying by first visiting retailer, manufacturer and product review sites to compare products and prices, yet 47% of retailers surveyed said they do not collect product-level site browsing data that can be associated with a specific email subscriber.

In-Purchase activities move shopping behavior from browsing to the transaction, presenting opportunities for retailers to upsell, cross-sell and build repeat business. The survey found that 22% of retailers are not currently exchanging data between their email service provider and e-commerce platform, thus limiting the potential for driving more revenue with in-purchase and post-purchase email campaigns.

The report also examines retailer email opt-in, abandoned cart and transactional practices during the in-purchase stage, revealing missed opportunities for retailers to more effectively grow subscriber lists and improve email targeting.

Once the purchase is completed, retailers have the opportunity to entice that consumer to make their next purchase, write reviews and become a loyal customer. The survey revealed some retailers are still failing to take advantage of this opportunity. Only 24% said they customize campaigns to active purchasers beyond their transactional communications of order and/or shipping confirmations.    

Closing the gap to make data actionable
“Retailers have a lot to gain from consumer purchase data, but the RSR survey shows many still struggle to make data actionable and they’re missing out on revenue opportunities,” said Jim Davidson, Bronto’s manager of marketing research, who cooperated with RSR on the report. “Those retailers who close the gap by integrating marketing and e-commerce platforms are reaping the rewards through stronger customer loyalty and a greater share of revenue.”

In addition to survey results, the report also includes recommendations for retailers to drive more revenue by leveraging consumer purchase data throughout every stage of the buying cycle. Survey data and recommendations for retail marketers can be found in the full report available for download at

About Bronto Software
Bronto Software provides a cloud-based marketing platform for retailers to drive revenue through their email, mobile and social campaigns. The platform is used by over 1000 organizations worldwide, including Party City, Armani Exchange, Timex, Samsonite and Gander Mountain. Bronto is listed as the leading self-service email marketing provider to the Internet Retailer Top 1000. Bronto is headquartered in Durham, NC with an office in London, UK. For more information, visit

About Retail Systems Research
Retail Systems Research (RSR) is the only research company run by retailers for the retail industry. RSR provides insight into business and technology challenges facing the extended retail industry, and thought leadership and advice on navigating these challenges for specific companies and the industry at large.

RSR’s services include benchmark reports covering the state of retailer technology adoption for topics ranging from merchandising and supply chain, store operations and workforce management, to customer-facing and multi-channel technologies. Custom research reports provide more in-depth views into topics of industry interest, and advisory services help retailers and technology vendors make the most of the insights RSR provides. To learn more about RSR, visit

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Tom Francoeur
Follow us on
Visit website