The concept of brand loyalty is becoming less important due to the advancement of e-commerce. So, brands must stay competitive by collecting data to build a more in-depth analysis of visitors to their website. Researchers found that 82% of consumers want personalized shopping experience. So, how to get perceptive data on customers and use it to improve conversion rates? The simple answer is by creating buyer personas. Read more on why buyer personas are important by following: http://www.socialmediatoday.com/marketing/ljones/2015-09-17/using-personas-connect-your-buyers