How can online retailers convert browsers to their site into buyers? What role does mobile play in the purchase journey? And what makes people loyal to an online retailer? Andrew Phipps, GfK’s Global Director Online Retail, discusses why people drop out of the buying process, why they don’t make it to the checkout and what online retailers should be doing to improve conversion. He also discusses how online retailers can encourage loyalty and start to think about the lifetime value of a customer.