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Successful e-commerce outlets like Zappos and Net-a-Porter demonstrate that going above and beyond to serve the customer by offering perks such as free shipping and a generous returns policy is an integral aspect of marketing for today’s retailer.

You don’t need an astronomical budget to obtain useful market research; you just need to ensure that you apply your resources wisely. Sharon Markovsky offers helpful tips for maximizing the return on your investment, including understanding your client base, tracking your competitors’ marketing efforts and mining existing data for insights.