Building on my Masters Thesis on expanding a wine store from Bricks to Clicks, one critical component to establishing credibility and more importantly creating action (useful decisions through reviewing KPIs) from the online presence is to employ a robust usage monitoring program which can be accomplished with Google Analytics.
As discussed in the last blog posting, the data that populates the dashboards that decisions can be made from all comes from tracking of various attributes of user information captured by google analytics or other data capture mechanism.
In the case of the wine store strategy evolution, one of the main constraints is foot traffic and its limitations.
In a commodity business such as regular retail wine sales, location is very important. Especially in Manhattan, where there is a dense population of stores and the knowledge of wines is relatively low for the normal consumer. The result is that the consumer will go to the closest wine store, and not demand specific products, as a Merlot from California is relatively the same as a Merlot from New York.
The aforementioned scenario in mind, there is a specific following loyal to the store that may step out of their block code (micro-zip-code), for a special occasion, such as a class or tasting. The store is getting what seems to be good traffic from this type of allure.
The store does capture the email addresses, and we do have some basic preference data starting based on buying history, but a tool such as Google Analytics could really take this Analytical tracking and decision influencing to the next level.
The store doesn't know what the web site 'exit' or 'bounce' rates are.
The store doesn't know what products were viewed on the website nor what searches were run on the products.
The store does know (through another toolset) who we sent digital campaign emails, and if those were opened.
They also know if they actually clicked through on the offer, which would be of the 'organic referral' type, given we sent them the campaign in the first place.
It would also be good to be able to provide microtargetting to Chardonney lovers (ones who either bought Chardonney or said they like Chardonney) for Chablis offers.
As part of the recommendation from the Thesis, the suggestion is to set up a strategy for a comprehensive metrics plan, which will have both MTC (Measure to Control), as well as MTA (Measure to Analyze). This would allow for an enhancement both in business focus as well a customer focus.
One of the items mentioned above was to analyze the clickpaths and determine if the website can be enhanced to increase conversion or task completion.
Overall, there is a lot of digital work to be done in order to facilitate the migration more to Clicks than Bricks, and the analytical toolsets can assist with this strategy.
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