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Matthew Keylock

Senior Vice President, New Business Development and Partnerships
dunnhumbyUSA

My tip would be: don't start adding new data until you are already doing a good job with existing data.

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The US is clearly a great opportunity market for Alibaba. It will be interesting to know where the US stands on their priority list, as they consider the myriad of opportunities for them in existing and new markets.

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Their focus hasn't appeared to have been on the customer experience or core retailing.

Maybe their ownership structure has led to a focus on financial commitments and prevented agreement on the needed investment and change?

The changes outlined are necessary, but are they sufficient? It strikes me they will need to:

Knowing which are the right SKUs is the challenge! Sales, shrink, share and margin metrics are helpful, but hide the really important insight on who is buying the SKU, what else they buy across the store, would they substitute, for how many customers is this true, are they loyal,...

The retail sector has arguably the most valuable data out there: the knowledge of what people actually buy.

Accessing value from the data is growing in importance for retailers. We have seen many struggle to compete with prices, assortments and convenience offered by e-commerce or data-savvy players that derive value...

It sounds like they are extending the impact of the data beyond marketing. This is very important and not always easy to do, as it requires strong internal collaboration and alignment among the leaders.

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We should remember that this isn't just about the customer-facing employes on the shop floor. The behaviors of all employees will have an impact on customer loyalty. This is true for e-commerce retailers too!

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Wearable tech will go mainstream. The first things to scale may not be things that require us to explicitly choose and buy them like Google glasses, but items that have tech integrated in a less visible way.

The path to adoption will also be different depending on whether the value...

A great concept to test. It may take a while to learn their way to the right assortment, pricing, promotions, etc., and their data should help. They will also need to learn the best approach for replenishing and operating this new format.

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I like the idea that brands are moving beyond the functional and often obvious features and benefits approach to one that communicates what the brand represents and its values.

I think we will see more brands adopt this kind of approach.

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