Using Web Analytics for Improving Retail Chain Performance

In this study, using web analytics for improving retail chain performance was considered. By the example of The Northern Watch Company which integrates a retail chain of wrist watches in Moscow and Saint-Petersburg and online shop, ways of using web analytics for solving urgent company’s problems were examined. For the purpose of determining interrelation between online and offline costumers’ behavior correlation analysis and regression analysis were conducted. The results of the study show possibility of using web analytics for improving retail chain performance by demand forecast, making choice between attracting new consumers or keeping loyal costumers, estimation of market changes, assessment of synergy of marketing activities conducted both online and offline, finding new directions for business expansion, improving the efficiency of merchandising and advertising campaign.