Retail Series: Consumer Data and the Path to Purchase


From Small Fry to Big Fish

Back in the days of the mom n’ pop shop, it was easy for a shopkeeper to provide a personal experience for their customers because they knew the name of each and every person who came into the store. Savvy retailers could then design the layout of their store based on the habits of their shopper and by utilizing their intimate knowledge of the customer suggest other items that they might also like when they checked out. Customers felt appreciated and knew they were being taken care of because the knowledge of the customer was genuine.


Today’s chains have sacrificed much of this intimacy by expanding far beyond their humble beginnings, and expecting that their marketing efforts will win customers over to their side. However, with the sheer amount of competition in the retail landscape today and people’s personal time dwindling, it is in every retailers’ best interest to make their customer’s path to purchase quick and easy while offering them competitive pricing in order to capture their loyalty.


It’s all about data. Data is so ubiquitous with fuelling the success of large brands that it’s often referred to as the new oil. Large and small franchises alike recognize that there is the potential to maximize a customer’s market basket through intelligent layout and recapture a feeling of shopping intimacy by offering personalized shopping experiences and discounts to their massive consumer base. With all of the data available to these franchises, including market basket records, customer information tied to loyalty programs, social media metrics, and even a customer’s recorded path through a store, franchises hold the keys to capturing the hearts and minds of their customers – provided they are able to gain actionable insights from the data they collect. Of course, doing this manually is time-consuming. The key to taking advantage of all this data is through the adoption of customized dashboards that take data from various sources and compiles it automatically into easily understood metrics.

Please join us over the next couple of weeks as we drill down into different aspects of big data and analytics for retail to help you recognize new potential for your business:


1. The Value of Dashboards for Store Reporting
2. Market Basket Analysis and Planograms
3. Privacy and Consumer Data
4. Personalizing the Shopping Experience

Also be sure to check out this infographic from our friends at MicroStrategy with useful stats on how retailers use analytics to stay ahead:


Leave a Reply

captcha *