One of the biggest advantages of your online channel is that it records much more than just sales numbers; which is almost the only data captured at the store level. Ultimately the question retailers need to think about is not “why do people who are interested buy?” but rather “why do people who are interested not buy?”. Hidden deep in the belly of the second question are vast retail riches.
Your eCommerce system has captured every aspect of customer interaction on your site. If this information is woven the right way it may shed light into intent which could reveal a new stream of revenue. Zappos.com dived in to find out the intent of their customers and discovered they were looking for vegetarian shoes.