Customer-driven analytical marketing
The retail sector has seen considerable change in this uncertain economy. Highly informed and savvy customers are increasingly demanding that retailers know what they want — even when they themselves do not.
The retail marketplace today is not the same as it was a decade ago — even five years ago. Economic shocks and continued recession, rapidly shifting demographics, and the abundance of powerful, sophisticated technology in consumers’ hands have contributed to a marketplace in flux. These forces are influencing the way retailers do business, from top to bottom. Increasingly, retailers are moving away from the unilateral decision-making inherent in traditional retailer-driven marketing strategies to customer-centric — and now — customer-driven marketing strategies.
This customer-driven approach to marketing cannot be achieved instantly, however. Instead, it takes an objective understanding — asking some fundamental questions about technology, priorities, and challenges — both cultural and technical.