What is a typical shopper journey? Does it start and end at the store entrance, or is it influenced by online activity? Do customers ask sales associates for advice, or go it alone? How many shoppers redeem loyalty offers?
Retailers may have some gut instinct answers to these questions, but not many are able to quantifiably track and analyse consumer behaviour in order to validate such hunches. All they really know is that today’s consumers are savvier than ever: they can shop any time, anywhere, and don’t hesitate to switch brands if their needs are not met.
But while the complexity of modern consumer behaviour is undeniably advanced, so too are the tools to track, understand and respond to it. For retailers to stay ahead of the competition, there should be a growing focus on better understanding and acting upon customer behaviour data across all channels.
Increasingly, technology is becoming available to capture ….