Canadian Retailer - The Marketing Issue - 50

DATA AND INTELLIGENCE

A plethora of data, if dissected properly, can help retailers understand their customers better.

and merchandising about golf. Naturally, I will
take notice of those focusing on swimming or
running. Analytics allow retailers to identify my
preferences and target me directly, which from
the retailer perspective increases the chances
that I will make a purchase. And from the consumer perspective, it enhances my experience."
"A FOUNDATION OF MOBILE ANALYTICS IS TRACKING
CUSTOMERS THROUGH THEIR DEVICES...THIS IS AN
ESPECIALLY VALUABLE TOOL FOR SMALL RETAILERS WHO
DON'T HAVE LOYALTY PROGRAMS AND THE HEAPS OF
INFORMATION THEY PROVIDE."

- MICHELLE SEXSMITH
Environics

The Mobile Connection

Today's consumer is more connected than
ever before, and leverage their mobile devices in
a number of empowering ways: to comparison
shop, read or even place product reviews, request
coupons, communicate directly with the retailer,
and make purchases.
"Customers are gravitating towards omnichannel behaviour. They may browse and price
comparison on mobile devices, shop in store,
and demand the ability to return online," explains Schafer. "This isn't a fad. It's here to stay."
Though retailers are challenged by this world
of constant connectivity, says Michele Sexsmith,
Senior Vice President & Practice Leader at Environics Analytics, there are opportunities to be
found as well, especially with respect to combin50 |

CANADIAN RETAILER

| THE MARKETING ISSUE

ing the technology with analytics to enable a
shopping experience that is truly personalized
and of value to the shopper.
"A foundation of mobile analytics is tracking
customers through their devices. This tells the
retailer a lot of very valuable information, such
as where you're shopping, where you're travelling to, how far you'll travel to shop, and your
media preferences. This is an especially valuable
tool for small retailers who don't have loyalty
programs and the heaps of information they
provide," she explains.
Analytic Inventory

Experts assert one of the greatest challenges
when it comes to managing inventory is to find
that perfect balance between being out-of-stock
and having too much stock. If the shelf is empty,
consumers are inconvenienced. If the warehouse
is overflowing, the chief merchandising officer is deeply troubled. Finding that balance is
critical, but it's not as easy as simply looking at
the performance of past years. This is where big
data comes in.
"A Chief Merchandising Officer has a lot of
work cut out for them in this era of fragmented
supplier environments and fragmented customer
environments. Analytics can leverage data to
revise buying models, supplement intuition with
digital forecasts. Analytics can help anticipate
customer demand by identifying factors that



Table of Contents for the Digital Edition of Canadian Retailer - The Marketing Issue

Publisher’s Desk
Retail Currents
Under the Banner
Retail: At Issue
Canada Post Wins Prestigious ‘Retail Innovation’ Award
Read a Flyer: Read a Consumer
Millennial Engagement
The Alliance With the Mostest
Evolving With the Times
Social Nation
Marketing to Millennials— Every Segment of Them
Big Data Represents Big Opportunities for 21st Century Retail
Advertisers’ Index
Canadian Retailer - The Marketing Issue - Intro
Canadian Retailer - The Marketing Issue - cover1
Canadian Retailer - The Marketing Issue - cover2
Canadian Retailer - The Marketing Issue - 3
Canadian Retailer - The Marketing Issue - Publisher’s Desk
Canadian Retailer - The Marketing Issue - 5
Canadian Retailer - The Marketing Issue - 6
Canadian Retailer - The Marketing Issue - Retail Currents
Canadian Retailer - The Marketing Issue - Under the Banner
Canadian Retailer - The Marketing Issue - 9
Canadian Retailer - The Marketing Issue - Retail: At Issue
Canadian Retailer - The Marketing Issue - 11
Canadian Retailer - The Marketing Issue - Canada Post Wins Prestigious ‘Retail Innovation’ Award
Canadian Retailer - The Marketing Issue - insert1
Canadian Retailer - The Marketing Issue - insert2
Canadian Retailer - The Marketing Issue - 13
Canadian Retailer - The Marketing Issue - 14
Canadian Retailer - The Marketing Issue - 15
Canadian Retailer - The Marketing Issue - 16
Canadian Retailer - The Marketing Issue - 17
Canadian Retailer - The Marketing Issue - 18
Canadian Retailer - The Marketing Issue - 19
Canadian Retailer - The Marketing Issue - Read a Flyer: Read a Consumer
Canadian Retailer - The Marketing Issue - 21
Canadian Retailer - The Marketing Issue - 22
Canadian Retailer - The Marketing Issue - 23
Canadian Retailer - The Marketing Issue - 24
Canadian Retailer - The Marketing Issue - 25
Canadian Retailer - The Marketing Issue - Millennial Engagement
Canadian Retailer - The Marketing Issue - 27
Canadian Retailer - The Marketing Issue - 28
Canadian Retailer - The Marketing Issue - 29
Canadian Retailer - The Marketing Issue - 30
Canadian Retailer - The Marketing Issue - 31
Canadian Retailer - The Marketing Issue - 32
Canadian Retailer - The Marketing Issue - 33
Canadian Retailer - The Marketing Issue - The Alliance With the Mostest
Canadian Retailer - The Marketing Issue - 35
Canadian Retailer - The Marketing Issue - 36
Canadian Retailer - The Marketing Issue - 37
Canadian Retailer - The Marketing Issue - Evolving With the Times
Canadian Retailer - The Marketing Issue - 39
Canadian Retailer - The Marketing Issue - 40
Canadian Retailer - The Marketing Issue - 41
Canadian Retailer - The Marketing Issue - Social Nation
Canadian Retailer - The Marketing Issue - 43
Canadian Retailer - The Marketing Issue - 44
Canadian Retailer - The Marketing Issue - 45
Canadian Retailer - The Marketing Issue - Marketing to Millennials— Every Segment of Them
Canadian Retailer - The Marketing Issue - 47
Canadian Retailer - The Marketing Issue - 48
Canadian Retailer - The Marketing Issue - Big Data Represents Big Opportunities for 21st Century Retail
Canadian Retailer - The Marketing Issue - 50
Canadian Retailer - The Marketing Issue - 51
Canadian Retailer - The Marketing Issue - 52
Canadian Retailer - The Marketing Issue - 53
Canadian Retailer - The Marketing Issue - Advertisers’ Index
Canadian Retailer - The Marketing Issue - cover3
Canadian Retailer - The Marketing Issue - cover4
http://www.nxtbook.com/naylor/RETS/RETS0617
http://www.nxtbook.com/naylor/RETS/RETS0517
http://www.nxtbook.com/naylor/RETS/RETS0417
http://www.nxtbook.com/naylor/RETS/RETS0317
http://www.nxtbook.com/naylor/RETS/RETS0217
http://www.nxtbook.com/naylor/RETS/RETS0117
http://www.nxtbook.com/naylor/RETS/RETS0616
http://www.nxtbook.com/naylor/RETS/RETS0516
http://www.nxtbook.com/naylor/RETS/RETS0416
http://www.nxtbook.com/naylor/RETS/RETS0316
http://www.nxtbook.com/naylor/RETS/RETS0216
http://www.nxtbook.com/naylor/RETS/RETS0116
http://www.nxtbook.com/naylor/RETS/RETS0615
http://www.nxtbook.com/naylor/RETS/RETS0515
http://www.nxtbook.com/naylor/RETS/RETS0415
http://www.nxtbook.com/naylor/RETS/RETS0315
http://www.nxtbook.com/naylor/RETS/RETS0215
http://www.nxtbook.com/naylor/RETS/RETS0115
http://www.nxtbook.com/naylor/RETS/RETS0614
http://www.nxtbook.com/naylor/RETS/RETS0514
http://www.nxtbook.com/naylor/RETS/RETS0414
http://www.nxtbook.com/naylor/RETS/RETS0314
http://www.nxtbook.com/naylor/RETS/RETS0214
http://www.nxtbook.com/naylor/RETS/RETS0114
http://www.nxtbook.com/naylor/RETS/RETS0613
http://www.nxtbook.com/naylor/RETS/RETS0513
http://www.nxtbook.com/naylor/RETS/RETS0413
http://www.nxtbook.com/naylor/RETS/RETS0313
http://www.nxtbook.com/naylor/RETS/GrandPrix2012
http://www.nxtbook.com/naylor/RETS/RETS0213
http://www.nxtbook.com/naylor/RETS/RETS0113
http://www.nxtbook.com/nxtbooks/naylor/RETS0612
http://www.nxtbook.com/nxtbooks/naylor/RETS0512
http://www.nxtbook.com/nxtbooks/naylor/RETS0412
http://www.nxtbook.com/nxtbooks/naylor/RETS0312
http://www.nxtbook.com/nxtbooks/naylor/RETS0212
http://www.nxtbook.com/nxtbooks/naylor/RETS0112
http://www.nxtbook.com/nxtbooks/naylor/RETS0611
http://www.nxtbook.com/nxtbooks/naylor/RETS0511
http://www.nxtbook.com/nxtbooks/naylor/RETS0411
http://www.nxtbook.com/nxtbooks/naylor/RETS0311
http://www.nxtbook.com/nxtbooks/naylor/RETS0211
http://www.nxtbook.com/nxtbooks/naylor/RETS0111
http://www.nxtbook.com/nxtbooks/naylor/RETS0610
http://www.nxtbook.com/nxtbooks/naylor/RETS0510
http://www.nxtbook.com/nxtbooks/naylor/RETS0410
http://www.nxtbook.com/nxtbooks/naylor/RETS0310
http://www.nxtbook.com/nxtbooks/naylor/RETS0210
http://www.nxtbook.com/nxtbooks/naylor/RETS0110
http://www.nxtbook.com/nxtbooks/naylor/RETS0309
http://www.nxtbook.com/nxtbooks/naylor/RETS0209
http://www.nxtbookMEDIA.com