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Cara Mahon and Scholarship Receipents

Tying the Knot Between Customers and eCommerce Data

Yesterday, I attended the KCDMA June Lunch for several reasons. First, I was honored as a second-year recipient of their Educational Foundation Scholarship, along with six other area students. It’s not every day that you get to hold a giant check!


After the scholarship presentation, the learning aspect of the luncheon focused on online retail customers and their data from eCommerce sites. This is an important subject for me, because grocery eCommerce and its customers are the focus of my grad school thesis.

Two speakers, Chris Easter and Patrick Gordon, hosted the presentation. Easter is a co-founder of TheManRegistry.com, a wedding registry site for grooms. Originally conceived as a manly alternative to a traditional wedding registry, The Man Registry has evolved into a complete online resource where men plan their engagement, research wedding duties, and purchase unique gifts for their best man and groomsmen. Gordon is a senior digital marketing strategist for local agency, Voltage, which helped The Man Registry turn customer data into growing sales.

The duo suggested several action steps that retailers with eCommerce sites can use to turn customer data into improved sales. These included:

  • Properly setup Google Analytics and Google Search Console.
  • Write enticing page titles. (The Man Registry did this resulting in an increase in rankings and clicks)
  • Consider heat mapping and video technologies to discover what your customers are looking at on your site.
  • Continually ask questions and use your data to answer!

If you’re an AWG retailer looking for an eCommerce site, check out our partner options here: https://awgadvertising.com//portfolio/online-shopping/.

Thanks to Chris Easter and Patrick Gordon for the helpful information. These tips are useful for me at work and in my thesis research. Also, a big shout out and thank you to KCDMA for their generous support of my education these past two years.

I look forward to studying grocery eCommerce and sharing the findings with you.

Why do I work at AWG? “I work with an amazing team that values creativity and innovation. I enjoy tackling new opportunities and challenges each day that, of course, always involve food!” -Cara