Gartner Research

Understanding Cross-Channel Behavior Is Key to Assortment Optimization

Published: 10 August 2012

ID: G00231834

Analyst(s): Robert Hetu

Summary

Retailers have failed to understand customer cross-channel behavior. Use of business intelligence technology can turn this around and significantly add to profitability.

Table Of Contents
  • Impacts

Analysis

  • Cross-channel shopping behavior is causing retailers to invest in BI to compete effectively
  • Failure to understand the importance of actively managing assortments across varied retail channels is creating a level of customer service risk for retailers
  • The need for customer-centric merchandising is pushing retailers to explore customer segmentation across channels

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