How these 4 teams in every company should be using eCommerce data

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What we saw was that loads of data generated online wasn’t used by most teams

eCommerce is not so new, yet not completely engrained within most companies’ internal processes and teams. That’s truly surprising when considering that a modern brand’s lifeblood is the quality of the data it generates.

When researching and writing our latest white paper on the topic of eCommerce metrics (which can be downloaded here), Luzern asked its clients, partners and other stakeholders how the data generated online was used and shared across the organization. Generally speaking, that answer was: it wasn’t.

What we saw was that loads of data generated online wasn’t used by most teams, apart from the one directly responsible for the eCommerce target. Given that eCommerce touches pretty much every part of a company’s end-to-end process, doesn’t that seem a little bit odd?

Here are 4 teams that could benefit from using eCommerce data, and how they can get started.


Scalable eCommerce platforms should fully integrate Post Sales Order Queries (PSOQ). We’ve seen this data utilized by our clients time and time again to make adjustments to the production of products to minimize returns and boost customer satisfaction.

If you have a B2B Portal to manage client orders and relationships, clear communication of order status means a clear understanding of when a client can still make order changes and when it’s too late.

You know what’s a useful back-end feature of those product comparisons on your eCommerce site? You can pinpoint the exact feature that triggered the purchase to feed back into development of new products.


If you’re not already monitoring real-time data of products selling online and their associated trends… why aren’t you? This is readily available data that supply chain managers have been dreaming about.

Keep track of every supplier’s performance by setting internal targets based on speed, quality or any other factor important to your business.
Automate supplier payments and receivables and focus on more strategic objectives.

Customer Service

eCommerce platforms with a fully integrated CRM means that customer service departments can expedite answers by pre-aggregating customer information from multiple systems.

Another use to the POSQ system: easily collect query and issue resolutions available in a searchable knowledge base – and make it available to end customers to minimize strain on your customer service team.

Insert the cost of processing a return for each product, and automate decision making on whether sending a replace before processing a return is less expensive.


Ask your marketing team for a full demographic and online behaviour persona for your top products. Knowing the biggest pains and wants of the end customer is half the battle, regardless of if you’re in a B2B or B2C setting.

Insist for in-store functionality to help drive business to your accounts. Your clients will thank you for the opportunity to cross-sell and upsell. Look at which products are often purchased together to help your clients (or yourself!) in creating bigger orders.

While often lower in value, glance an eye over the most popular products for your younger clients and end customers. The sale may be smaller but getting them on board from an early age means developing them as brand advocates in the future.

This is really just a beginning to get you thinking about possibilities. Want more? Good news: our white paper on eCommerce metrics has a full section on how brands could use eCommerce data offline as well.

Click here to download the white paper.

Not sure all of the above is possible with your current eCommerce platform? Maybe it’s time you requested a call from one of our specialists.

Talk To Us Today To Find Out More