Do Retailers Benefit from Deploying Customer Analytics?

Germann, F; Lilien, GL; Fiedler, L; Kraus, M

Do Retailers Benefit from Deploying Customer Analytics?

Germann, F Lilien, GL

Fiedler, L Kraus, M

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Publication Type:: Journal Article
Citation:: Journal of Retailing, 2014, 90 (4), pp. 587 - 593
Issue Date:: 2014-01-01

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Field	Value	Language
dc.contributor.author	Germann, F	en_US
dc.contributor.author	Lilien, GL https://orcid.org/0000-0001-7314-1128	en_US
dc.contributor.author	Fiedler, L	en_US
dc.contributor.author	Kraus, M	en_US
dc.date.issued	2014-01-01	en_US
dc.identifier.citation	Journal of Retailing, 2014, 90 (4), pp. 587 - 593	en_US
dc.identifier.issn	0022-4359	en_US
dc.identifier.uri	http://hdl.handle.net/10453/118770
dc.description.abstract	© 2014 New York University. 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.	en_US
dc.relation.ispartof	Journal of Retailing	en_US
dc.relation.isbasedon	10.1016/j.jretai.2014.08.002	en_US
dc.subject.classification	Marketing	en_US
dc.title	Do Retailers Benefit from Deploying Customer Analytics?	en_US
dc.type	Journal Article
utslib.citation.volume	4	en_US
utslib.citation.volume	90	en_US
utslib.for	1505 Marketing	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	closed_access
pubs.issue	4	en_US
pubs.publication-status	Published	en_US
pubs.volume	90	en_US

Abstract:

© 2014 New York University. 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.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/118770