Brett Bair

Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.

Converting a higher percentage of their website visitors is a goal shared by all cross-channel retailers. With the retail industry conversion rate average hovering around 3 percent, the opportunity is certainly there. In a session on the opening day of the NEMOA Spring directXchange conference in Boston, Brett Bair, senior director of strategic services at Monetate, a technology solutions provider for online retailers, offered several ways that online merchants can leverage data and testing to become more relevant to consumers, ultimately resulting in increased sales.

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