Gartner Research

Implementing Customer-Centric Merchandising and Marketing in Retail Primer for 2016

Published: 11 January 2016

ID: G00292989

Analyst(s): Robert Hetu


CIOs will be challenged to ramp up enabling technology investments as digitalized retailers use advanced analytics fueled by big data to reorganize merchandising and marketing around the needs of the consumer.

Table Of Contents



  • Top Challenges and How Gartner Can Help
    • What merchandising application providers should a retailer consider when seeking customer centricity?
    • How can analytics be used to optimize merchandising and marketing decisions?
    • How can retailers use customer data effectively during merchandising and marketing processes?
    • How can retailers ensure successful implementations of advanced merchandising and marketing applications?

Related Priorities

  • Suggested First Steps
  • Essential Reading

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