Gartner Research

10 Best Practices for Using Customer Data to Grow Retail Loyalty

Published: 29 March 2019

ID: G00384313

Analyst(s): Kelsie Marian


Effective retail leaders understand how to grow relationships with customers by incorporating and acting on the right data at the right time. Retail CIOs can use this research to inspire and enable their organizations in developing initiatives that drive customer loyalty.

Table Of Contents
  • Key Challenges



  • Best Practice 1: Articulate a Concise Loyalty Strategy That Includes the Goals, Strategies and Agreement of What Loyalty Looks Like
  • Best Practice 2: Identify Key Customer Behavior Segments, and Measure the Sales and Profitability of Those Segments Regularly
  • Best Practice 3: Develop and Understand Your Customers’ Personas to Deliver Effective Personalization Strategies
  • Best Practice 4: Work to Improve Delivering on the Retail Basics
  • Best Practice 5: Maintain the Program’s Transparency With Customers
  • Best Practice 6: Achieve 100% Consistency of Customer Data Across Channels
  • Best Practice 7: Gather the Correct Data and Metrics for Evaluation
  • Best Practice 8: Measure a Variety of Indicators in Combination to Gauge Customer Loyalty
  • Best Practice 9: Set Up Data Visualization and Advanced Analytics to Analyze and Share Multiple Data Points Across the Organization
  • Best Practice 10: Continually Monitor Breakage to Identify Activities That Reduce Program Effectiveness

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