Retailers Often Underutilize Customer Data, According to A.T. Kearney Study


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Study recommends that retailers invest in technology and capabilities to
gain insight from all information sources in this agile, multi-channel
retail environment

May 20, 2013 Chicago, IL

Today A.T. Kearney released the 2013 Achieving Excellence in Retail
Operations (AERO) Study, a research project that looks at how companies
approach store operations and provides retail executives with tools to
better adapt to the fast-changing, technology-driven market. The study
revealed that there are many underutilized sources of customer data. While
leading retailers were gaining from the use of customer data sources, less
than half of the retailers in the study collected social network data from
third party domains, and just 8 percent thought it made an important
contribution to generating insights.

Study Findings

One of the key findings of the study was that leading retailers are much
better than other retailers at collecting data, measuring activities, acting
on their insights, and measuring again to see the results. A.T. Kearney
refers to this principal as Measure, Analyze, and Act.

Another insight from the study was that even with the proliferation of
technology and vast quantities of store and customer data, retailers also
need to focus on the core principles of retailing

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