Gartner Research

Implementing Customer-Centric Merchandising and Marketing in Retail Primer for 2017

Published: 13 January 2017

ID: G00318206

Analyst(s): Kelsie Marian , Robert Hetu


To support unified retail commerce, retail CIOs must enable the business to leverage advanced analytics and algorithms across merchandising and marketing activities to drive effective and compelling customer experiences.

Table Of Contents



  • Top Challenges and How Gartner Can Help
    • How can we create merchandising and marketing strategies that are ready for unified retail commerce?
    • What merchandising and marketing application providers should we consider as we prepare for unified retail commerce?
    • How can we use algorithms to enable execution built on advanced analytics and big data?
    • How can retailers use customer data effectively during merchandising and marketing processes to increase customer loyalty, retention and lifetime value?

Related Priorities

  • Suggested First Steps
  • Essential Reading

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