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

Summary

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

Analysis

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

Gartner Recommended Reading

©2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client