How to use site search to gain customer insights

07/20/2011 | Internet Retailer magazine

Google and other search engines have consumers accustomed to using search functions to find what they're looking for, a plus for online retailers who can use search functions on their sites to gain more insight into shoppers' preferences, this article says. "The challenge for retailers is to take search beyond its traditional use as a tool for product location, and leverage it as a key customer touch point from which the consumer and retailer can benefit," Aberdeen Group analyst Greg Belkin wrote in a report last fall.

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