With competition hotter than ever in retail, and customer loyalty faltering, insight into shopper behaviour has never been more important.

With competition hotter than ever in retail, and customer loyalty faltering, insight into shopper behaviour has never been more important.

Finding out information about your customers should, in theory, be easy. Mobile phones and social networks are helping retailers discover more about shoppers than ever before and, with everything from location data to opinions on products available, using such insight to shape
a retail offer seems like a no-brainer.

But the practicalities are never that easy. It might sound like a great idea to skim insight and information from social networks and smartphones, but it’s not a straightforward process. We find out what’s happening in this field at the moment.

Developments in mobile and social technology have contributed to the advent of the term ‘big data’. It has long been one of the IT industry’s favourite
buzzwords, but it’s not always clear exactly what it means. We look at how it’s being defined, the inherent challenges, why it’s important and what retailers are doing with it.

We also identify the best sources of customer insight. How can retailers find out what they want to know, and where are the best sources of data? With so much to learn about shoppers and with each retailer having unique requirements, the answer is likely to be different for everyone.

Developing the use of data might be a great idea, but it’s certainly no mean feat.