The view from the industry
The importance of data is never going to be debated, but as they say, “It’s not what you know, it’s what you do with it”. Understanding customers well enough to optimise their shopping and brand experience, drive loyalty and increase sales remains hugely challenging, despite the huge range of data sources at a brand’s disposal. Get it right though and the rewards are significant.
This paper takes a deeper look at the flow of information through a retail organisation and its four key layers – Collect, Connect, Process and Present.
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