E-commerce: Lessons Learned From Cyber Monday

2. Understand the impact of your Web site on multichannel operations. It’s imperative that catalog merchants get a better understanding of their Web sites’ impact on overall brand and profitability during the holiday shopping season. Retailers need to understand the impact of their Web site on overall sales. A Web site isn’t just an additional sales channel anymore. It’s also a channel for research, branding, comparison shopping and offline influence.

It’s not that complicated. Satisfied customers buy more, and customer satisfaction has been scientifically linked to future financial performance. By understanding what satisfies your customers, you’ll start to understand how to influence their behavior and brighten your holiday season.

Larry Freed is president/CEO of ForeSee Results, an online customer satisfaction measurement and management company, which uses the methodology of the American Customer Satisfaction Index (ACSI). He can be reached at Larry.Freed@ForeSeeResults.com.