Don't let data come between you and your customers

Retailers around the world are working hard to transition to a data-driven world. However, many are finding that instead of helping their traders perform better, the new data can in fact have the opposite effect, overwhelming the traders and disconnecting them from customers.

In this article, we discuss tactics retailers can employ to address both the flood of data and the disconnection from the customer offer. Recognizing that every retailer’s situation is different, these tactics come in many different guises – from new approaches to decision making, to reengineering meeting cadences to give traders time to get back into stores, to bringing the store experience to head-office through category workshops and lab stores. The goal of all of these tactics is to help new data and insights sit comfortably alongside old-fashioned retail wisdom, rather than fighting against it – this, we believe is the way all retailers need to be operating.