The inside scoop on boosting sales through spot-on analytics
Retailers collect a huge amount of data, but don’t know what to
do with it. Retail Analytics not only provides a broad
understanding of retail, but also shows how to put accumulated data
to optimal use. Each chapter covers a different focus of the retail
environment, from retail basics and organization structures to
common retail database designs. Packed with case studies and
examples, this book insightfully reveals how you can begin using
your business data as a strategic advantage.
* Helps retailers and analysts to use analytics to sell more
merchandise
* Provides fact-based analytic strategies that can be replicated
with the same success the author achieved on a global level
* Reveals how retailers can begin using their data as a strategic
advantage
* Includes examples from many retail departments illustrating
successful use of data and analytics
Analytics is the wave of the future. Put your data to strategic
use with the proven guidance found in Retail Analytics.
Spis treści
Preface.
Acknowledgments.
Chapter 1: Retailing Analytics: An Introduction.
Retailer Goodwill.
The Inside Scoop: Retail Power Brokers.
Retail Organization.
Communicating to the Retail Organization.
Point of Sale versus Market Basket Data.
Data Is Gold.
Data as Revenue: The Price of Retail Data.
Chapter 2: Retail and Data Analytics.
Hard-Core Data Terms: Now we’re talking the Fun Stuff.
Market Basket.
Data Storage 101.
Data without Use Is Overhead.
Case Studies and Practical Examples of Data-Related Retail Projects.
Celebrity Marketing: Tracking Effectiveness.
House Brand versus Name Brand.
E-Business: Clicks and Mortar.
Affinity Merchandising: Merchandise Cross Sell Case Study.
Market Basket Analysis: Examples.
Store Departmental Cross Selling.
Chapter 3: The Apparel Industry.
Many Types of Apparel Businesses.
Retailer Building and Location, Location, Location.
Who is My Customer: Size up the Opportunity and Show Me the Money!
Evolution of a Brand: Not Your Father’s Blue Jeans.
Diversification: Spread Risks over Multiple Businesses.
Critical 'Need to Know’ Information in Apparel Analytics.
Retail in General: Impulse Buying.
Chapter 4: Importance of Geography and Demographics.
Understanding the Tools and the Data Requirements.
How does Geography Fit into Retail: Location, Location, and Location!
Now That We Understand the Tool and the Data: What Do We Do?
Market Observations: Additional Uses of the GIS Tool.
Chapter 5: In-Store Marketing and Presentation.
Understanding the Different Store Designs.
All about Pricing.
Types and Sizes: Retail Store Strategies.
Shopping by Design: Traffic Patterns.
In-Store Media: Advertising or Just Displays.
Chapter 6: Store Operations and Retail Data.
Setting the Store up for Success: Strategic Uses of Data.
In-store Career Path: Stockperson to Store Manager.
Chapter 7: Loyalty Marketing.
Loyalty Programs.
Total Program Incentive: Are you Loyal?
From the Consumer Finance Credit Card Retail Perspective.
Loyalty Segments: Develop Them Early.
Loyalty at POS: Different Stages and Levels of Loyalty.
Kmart Developed the School Spirit Loyalty Program.
Australia Loyalty.
Fly Buys Rewards/Loyalty: Australia.
Additional Loyalty Programs.
The Retail World is Changing.
Glossary.
About the Author.
Index.
O autorze
EMMETT COX is Senior Vice President of Consumer and Business Intelligence at BBVA Compass Bank, where he uses his retail experience in the development of strategic-based consumer programs. He has also worked for Walmart Financial Services, GE Money Global, and Kmart. He has lectured in many CRM and marketing conferences and seminars, including the Paris Loyalty Forum, Czech Republic Loyalty Management, ACNielsen Category Management, Spectra Marketing and Intelligent Targeting, Teradata NCR Partners, and others in the United States; Coolum, Australia; and Vienna, Austria.
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