In this supplement we hope to engage retailers with examples of how customer data, when collected and analysed in context, creates insight that can provide answers to the big questions in their businesses.

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The recession has prompted retailers to closely examine how they can maintain sales in a tougher trading environment while ruthlessly trimming costs to improve their margins.

To do this properly requires insight not only into how your business is running at the moment, but what it has the potential to achieve.

In this supplement we hope to engage retailers with examples of how customer data, when collected and analysed in context, creates insight that can provide answers to the big questions in their businesses.

Whether it’s grocers using forecasting to optimise their supply chains, Marks & Spencerimproving products as a result of ratings and reviews feedback, or Carphone Warehouseusing net promoter scores to decide store team bonuses, retailers are beginning to get to grips with how using insight can become part of their everyday operations.