Customer Intelligence provides a fascinating – and powerful – look at retail today and presents a strong case for truly understanding the value proposition retail companies offer their customers. If you’re a retailer, chances are your most valuable customers are paying more than they should; few retail companies understand that their most profitable customers are actually subsidizing the customers seeking only deals. Customer Intelligence explains how retail companies can structure customer data, gathered through loyalty programs or other vehicles, so as to finally understand where their profits originate – in terms of both products and customers.
For a handful of select retailers around the world, vast quantities of customer data provide new ways to measure and manage their business. These are the companies who understand that the next competitive arena lies not in product-related activities but in understanding their customers. Integrating customer metrics into their financial and management reporting, such companies now fully understand if their marketing and operational activities are increasing the numbers of customers shopping, encouraging customers to increase their spending or improving retention of valuable customers.
Using available technologies, these retail pioneers are rapidly moving towards marketing to their individual customers, understanding that the same price for all no longer provides the best return on investment.
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Widely recognized as one of the world’s leading authorities in retail customer data, Gary Hawkins blends his unique perspective as a leading international consultant, experienced retailer, and author. He is able to provide valuable insight into helping retailers develop powerful strategies based upon the correct use of customer data.
As president of Hawkins Strategic, Gary works within various retail industries through North and South America, Europe, and Asia. He educates clients how to create mechanisms necessary to collect large amounts of customer data, then structure this valuable information for use throughout each company’s financial, management and operations environments.
Understanding the challenges facing the retail industry – as the business model shifts from using product data to customer data – led Hawkins to write Building the Customer Specific Retail Enterprise. His latest book, Customer Intelligence, explains why top management must understand the vast differences in value amongst consumers, and the strategic drivers leading retail companies to marketing to individual customers in a mass environment. Each book has been hailed as a "must-have" by industry leaders from around the world, aiding companies in the retail industry with understanding the power of customer information.
Hawkins is CEO of Green Hills, an independent, high-volume supermarket located in Syracuse, New York. As a testament to Gary’s influence, Inc. magazine recently called Green Hills "The Best Little Grocery Store in America". This recognition was due, in large part, to its successful use of customer information.
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