Anyone who wants to stay competitive in retail today must consistently put customers at the center and offer them a seamless and consistent shopping experience across multiple channels. This includes interacting with them through various touchpoints.
Whether it's online, offline, via an app, or in a web shop: These touchpoints should not be viewed in isolation. Only a well-thought-out omnichannel approach, where all channels work hand in hand, creates a convincing customer journey.
Data as the Foundation for True Customer Focus
The foundation of a successful omnichannel strategy? Data – in all its forms. Data enables companies to measure, analyze, and purposefully improve their performance. At the same time, the flood of information poses challenges: Retailers and consumers are faced with countless data points – from product details to reviews to personalized recommendations.
Unfortunately, data is still too often maintained, used, analyzed, and optimized in silos. The problem? Data only unfolds its full potential when considered as a whole. Sustainable improvements – and a truly compelling shopping experience – are only possible through a holistic view.
An Overview of the Key Data Types
If you want to succeed in e-commerce, you need to understand the most important types of data – and how they interact:
Product Information
Product data includes all the information that describes a product. This ranges from descriptions and images to visual attributes (e.g., color, design), dimensions (size, weight), and ingredients. These are typically presented as bullet points or attribute/value pairs. High-quality, complete product information directly impacts visibility and rankings, conversion rates, return rates, and reviews. Incomplete or inaccurate data can undermine trust – and therefore, sales.
Prices
Price is still a key decision factor for customers. Around 80% of online shoppers regularly compare prices, and more than one-third do so before every purchase decision (source: Statista). It's not just the base price that matters, but also discounts, vouchers, and shipping costs. A well-planned pricing strategy that takes the market environment and target audience into account is essential.
Incorrect pricing can hurt brand perception and cause competitive disadvantages – both short-term (sales) and long-term (brand positioning).
Availability
In an age of same-day delivery and express shipping, customers expect transparent information about delivery times and product availability. These details are now basic requirements – but they also influence price acceptance. Many are willing to pay a bit more for faster delivery. Moreover, long delivery times and poor availability – online or offline – negatively affect the customer journey and potential sales.
Visibility
What isn’t visible online doesn’t get purchased. The findability of a product via category pages, search terms, or marketplace listings is critical. Take Amazon as an example: 80–90% of sales go through the Buy Box. Products beyond the first page see significantly lower conversion rates. This offers a huge opportunity for improvement – through better content, sponsored ads, or targeted retail media strategies.
Customer Reviews
Opinions, product feedback, and reviews are key to purchasing decisions – many online shoppers use them as a substitute for physical product experiences. How did other customers perceive the product? What should I be aware of? Most shoppers read reviews and let them influence their decision – positively and negatively. Reviews also offer valuable insights into product quality, content clarity, and brand perception. Businesses should analyze and utilize them actively.
Why the Interaction Is What Matters
Each of these factors must be strong on its own. But it’s only through their interaction that a truly converting customer journey is created.
Here’s an example:
Product info is accurate – trust is built.
Price is competitive – interest grows.
Visibility is lacking – the product remains undiscovered.
Or: Everything aligns – but availability is poor.
Even the best offer can be undone by negative reviews.
Customers go through different phases depending on their preferences – but they interact with all of these factors along the way. They work together, build on each other, and influence one another.
Conclusion: A Holistic View is Key
Many companies still analyze their data in isolation – with separate teams or tools. But true value only arises through a comprehensive, integrated perspective. Only those who see the big picture can develop targeted actions – and improve online performance in the long run.
Important: This analysis and optimization process is not a one-off project, but an ongoing task. The market is constantly evolving – so are customer needs, competitors, and technologies. Only those who regularly evaluate and adjust will remain competitive in the long term.
Want to optimize your online shop's customer experience? Our diva-e Conclusion experts are happy to support you with strategic implementation.
