Simplifying the Complex Process of Data Integration, Part 3

The reality for all online retailers, Rodrigue said, is it's very easy for consumers to switch; competition is just a click away. Therefore, it needs to be as easy as possible for customers to get to the products they're looking for — quite a challenge for Sears Canada and its 320,000 online SKUs.

Conversion and Upsell
Are you driving all of the additional related products and information needed to complete conversions? For Rodrigue, it's not just about online conversion. He estimates that 75 percent to 90 percent of the consumers visiting Sears Canada's website are there to decide, "Where do I want to purchase, and what do I want to purchase?" By making sure you have rich content on your site, which is driven by product data, you ensure that customers are much more likely to engage with your brand when they ultimately have to make purchase decisions, he said.