Do Retailers Benefit from Deploying Customer Analytics?

Frank Germann, Gary L. Lilien, Lars Fiedler and Matthias Kraus

Journal of Retailing, 2014, vol. 90, issue 4, 587-593

Abstract: Prior research has documented a general positive relationship between the deployment of customer analytics and firm performance. In this research we focus on the retailing industry, an industry characterized by tight margins that lead to careful scrutiny of all business investments. Using survey data from 418 top managers based in the Americas, Europe Middle East and Africa (EMEA) and Asia, we show that of the eight industries in the study, firms in the retail industry have the most to gain from deploying customer analytics. However, we also find that not only do many retailers not perceive this potential gain, they do not invest in customer analytics at an economically appropriate level. Thus we identify a gap between perception and reality concerning the potential for customer analytics in the retail industry that has both theoretical and practical implications.

Keywords: Customer analytics; Performance implications of customer analytics; Survey data (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (21)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:90:y:2014:i:4:p:587-593

DOI: 10.1016/j.jretai.2014.08.002

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