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Buyer Conversations: Why Is Spinach Critical to Rakuten's eCommerce Sales? — Data-Driven Transformation in Marketing

Buyer Conversations: Why Is Spinach Critical to Rakuten's eCommerce Sales? — Data-Driven Transformation in Marketing

This IDC Insight discusses Rakuten's data-driven marketing initiatives, and the strategies that the company is using to improve sales and maximize conversion by better understanding customer wants and needs. Also, this report looks at how Rakuten's data scientist team is leveraging data insights to address online shopping habits that are impacting the sales of specific products. Saving on price, time, convenience and flexibility are among the top drivers for online shopping. However, there are just too many factors that impact conversion rates, as human behavior is extremely complex and difficult to predict. As a result, anticipating what products customers would be the most likely to buy or knowing why a product is often not purchased can be a challenging task.This IDC insight discusses key strategies that marketers should consider, and provides guidance to companies looking at embarking on data-driven marketing initiatives.


IDC Opinion
In This Insight
Situation Overview
The buyer's Journey and Data-Driven Insights
Knowing Customer Needs and Anticipating Customer Behavior
Rakuten's Journey to Data-Driven Marketing
Rakuten's Data-Driven Strategy and the Importance of Spinach
Challenges
Solution
Future Outlook
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