Customer-Driven Attributes

The Next Wave in Customer-Centric Retail Planning

Retailers today must quickly adapt to changing consumer buying behavior that is being shaped by the emergence of new selling channels, seemingly limitless choices and information and heightened price and promotion sensitivity. In response, they are becoming increasingly consumer centric, structuring virtually every aspect of their business to ensure that today’s demanding and discerning shoppers find exactly what they are looking for at the right time, in the right location and for the right price.

Retailers are increasingly consumer centric, structuring virtually every aspect of their business to ensure that today’s demanding and discerning shoppers find exactly what they are looking for at the right time, in the right location and for the right price. Many have adopted an attribute-based approach to their planning process, leveraging store and product attributes like sales volume, selling space, climate, color and silhouette, fabric and fit to estimate demand for new products and guide their end-to-end merchandising strategies.

However, a shift is beginning to take place as retailers gain access to increasingly granular and more meaningful shopper insights made available through digital commerce and marketing initiatives, consumer loyalty programs and transactional data. More dynamic and qualitative in nature, customer attributes reveal critical information about a shopper’s lifestyle, aspirations and interests when it comes to purchases – all of which retailers can capture, analyze, combine with more static store and product attributes and integrate into their end-to-end planning and execution processes.

In this article, JustEnough Software and Capgemini offer tips to help retailers learn which customer attributes to focus on and where to look for insights that tell a more holistic story about the shopper – a move that will ultimately help them better corner market share, secure brand loyalty and drive revenue.