Gartner Research

Implementing Customer-Centric Merchandising and Marketing in Retail Primer for 2018

Published: 16 January 2018

ID: G00344021

Analyst(s): Kelsie Marian, Robert Hetu


Retail CIOs must position the business to leverage algorithms for unified retail commerce supported by a foundation of high-quality customer data. This will enable intelligent automation services across merchandising and marketing activities, and drive effective, 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 algorithmic retailing, including intelligent automation services and AI, to improve performance of merchandising and marketing processes?
    • 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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