Innovating e-commerce with advanced analytics
“We needed a solution capable of providing multi-angled, precise analysis on specific business performance metrics through regular email reports so that marketers could access various perspectives and actionable insight in real time,” says Hee-Sang Hwang, Manager, IT Department at GS Retail. “Adobe Analytics was the perfect solution fulfilling these requirements.”
GS Retail, with the help of Adobe, was able to successfully apply Adobe Analytics across its wide range of websites and mobile apps, including the GS Fresh online shopping site, the My Own Refrigerator feature within its mobile app and its enterprise-wide home pages. This success gave the retailer the confidence it needs to run Adobe Analytics on its new health and beauty channel, lalavla.
While working on the lalavla project, GS Retail set up a tagging guide to organise areas to develop, such as log in, sign up and search, which helped accelerate the project. GS Retail decided that the lalavla project was quite successful, which was done internally from start to finish, including implementing and deploying Adobe Analytics. Encouraged by those great results, the retailer has the confidence to continue deploying Adobe Analytics internally when it adds new online channels in the future.
GS Retail set up some principles during the lalavla project. First, the company developed a website and app tagging guide for e-commerce. It began introducing Adobe Analytics by selecting five main categories for analysis: page loads, product information, search areas, member registration and log ins and click throughs. GS Retail identified these as the five key areas to best improve customer experience on websites and apps. For example, the company saw click throughs as essential for identifying consumer behaviour patterns and helping consumers navigate to their destinations as efficiently as possible.
Previously, GS Retail had only been able to measure basic activities, such as website traffic and content consumption. However, the company now has a precise gauge for the customer’s entire online journey. Customer experiences cannot be measured with log analysis or with a few traditional online performance metrics. Every aspect of the customer experience should be analysed, including flow analysis of behaviour patterns measuring overall customer experiences across channels, as well as attribution analysis focusing on causal factors. Adobe Analytics enabled GS Retail to successfully conduct such complicated and advanced analysis.
GS Retail now plans to apply Adobe Analytics to its other channels as well, since the implementation and operation of Adobe Analytics with the lalavla brand has been such a great success.