17 August 2016
Retailers increasingly realise that they need to respond to new dynamics such as a shift from transactions to relationships.
Retailers, like other consumer-facing businesses, have long claimed that the customer is at the heart of everything they do. It does sound rather good after all.
Today, retailers can track every step of an online customer’s journey, and using mobile technology retailers are now tracking the same thing in store.
However, a quick look at the weekly management information reports in most retailers reveals that they are transaction based, covering sales, margins, and stock levels. In most cases, the customer barely figures. This lack of any customer-based data is no longer fit for purpose.