The old fashioned complaints and suggestions box
Thanks to the technological advances now there are new ways to purchase, like online shopping, these technological advances have led to the creation of new platforms that help measure the effectiveness of web contents and advertising. These platforms can inform you how many people interact with a determined website or application, how much time they spent on it, which products they liked or show interest in, and how many of them actually bought something, also, you can know how many of that buyers are men or women, how old are they, where do they live and which are their interests and insights.
All the mentioned things could seem the holy grial for any marketing or advertising profesional, to have access to these kind of data gives professionals the tools to create better marketing strategies with researched information and solid arguments.
Although online shopping is an important sector , is impossible to ignore that over 90% of purchases still happen in normal stores. There are so many things that are escaping from us when we talk about the shopping experience in a store, the customers buy or leave all the time and we are not able to know why, there are impressions and sensations that we find are very hard to identify.
The thing here is that a couple of years of online shopping experiences we should have by now an effective system that measures sales and actually all those systems nowadays seem to be essential for a lot companies, but after centuries of traditional sales on stores we are barely considering the helpfulness of a system that allows retail owners to measure costumer's reactions and behaviors, in order to create better and more effective marketing strategies and customer service. Finally at this point of the game a simple “Did you found everything you were looking for?” It's just not enough.