Do Retailers Benefit from Deploying Customer Analytics?

Frank Germann, Gary L. Lilien, Lars Fiedler, Matthias Kraus

Research output: Contribution to journalArticle

18 Citations (Scopus)

Abstract

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.

Original languageEnglish (US)
Pages (from-to)587-593
Number of pages7
JournalJournal of Retailing
Volume90
Issue number4
DOIs
StatePublished - Jan 1 2014

Fingerprint

Retailers
Industry
Retail industry
Perception gap
Business investment
Margin
Africa
Survey data
Firm performance
Managers
Middle East
Retailing
Asia

All Science Journal Classification (ASJC) codes

  • Marketing

Cite this

Germann, Frank ; Lilien, Gary L. ; Fiedler, Lars ; Kraus, Matthias. / Do Retailers Benefit from Deploying Customer Analytics?. In: Journal of Retailing. 2014 ; Vol. 90, No. 4. pp. 587-593.
@article{ecfbb37cf1614c69ad2576f3767ef5a4,
title = "Do Retailers Benefit from Deploying Customer Analytics?",
abstract = "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.",
author = "Frank Germann and Lilien, {Gary L.} and Lars Fiedler and Matthias Kraus",
year = "2014",
month = "1",
day = "1",
doi = "10.1016/j.jretai.2014.08.002",
language = "English (US)",
volume = "90",
pages = "587--593",
journal = "Journal of Retailing",
issn = "0022-4359",
publisher = "Elsevier BV",
number = "4",

}

Do Retailers Benefit from Deploying Customer Analytics? / Germann, Frank; Lilien, Gary L.; Fiedler, Lars; Kraus, Matthias.

In: Journal of Retailing, Vol. 90, No. 4, 01.01.2014, p. 587-593.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Do Retailers Benefit from Deploying Customer Analytics?

AU - Germann, Frank

AU - Lilien, Gary L.

AU - Fiedler, Lars

AU - Kraus, Matthias

PY - 2014/1/1

Y1 - 2014/1/1

N2 - 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.

AB - 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.

UR - http://www.scopus.com/inward/record.url?scp=85027950817&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=85027950817&partnerID=8YFLogxK

U2 - 10.1016/j.jretai.2014.08.002

DO - 10.1016/j.jretai.2014.08.002

M3 - Article

AN - SCOPUS:85027950817

VL - 90

SP - 587

EP - 593

JO - Journal of Retailing

JF - Journal of Retailing

SN - 0022-4359

IS - 4

ER -