Gartner Research

Retailers Must Grow Understanding of Customer Behavior to Increase Market Share

Published: 31 July 2018

ID: G00365891

Analyst(s): Kelsie Marian , Robert Hetu


Retailers are challenged to provide contextualized customer experiences across a unified retail commerce ecosystem. CIOs can use this research to understand a framework for incorporating customer behavior into strategic planning and operational execution for digital business.

Table Of Contents
  • Impacts


Impacts and Recommendations

  • Without Behavioral Segmentation, Retailers Will Fail to Profitably Interact With Millions of Customers
  • Significant Revenue Opportunities Will Be Missed if Retailers Continue to Mostly Use Current Linear, Product-Based Approaches to Customer Segmentation
  • Noncompliance With Statutory, Legislation and Industry Guidelines on Customer Data Will Result in Loss of Customer Trust and Will Damage Customer Loyalty

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