Welcome to the latest of our IREU Dimension Reports. The focus this time is on The Customer, which is of course where the focus of retail should always be. By this, we mean that retailers – and brands selling direct too – operating at the cutting edge are increasingly building their offerings around customers, personalising offerings.
In one sense, this is simply a continuation of something shopkeepers have always done, staying close to customers and understanding their needs. The difference now is that retailers that operate across channels and across territories, and which have different brands sharing much of the same infrastructure, have to stay close to customers at scale and in an increasingly competitive environment.
This is not going to change. Rather, as we discuss in our Context feature, reaching different demographics is only likely to become more complex in the near future – so much so that the assumptions underpinning traditional targeting techniques can no longer be relied upon.
So what should retailers do to prepare? The case studies in this Dimension Report offer clues and we will also be looking at new ideas around the customer experience in a second Dimension Report, to be published later this spring.