Retailers Often Underutilize Customer Data, According to Study

A.T. Kearney released the 2013 Achieving Excellence in Retail Operations (AERO) Study, a research project that looks at how companies approach store operations and provides retail executives with tools to better adapt to the fast-changing, technology-driven market. The study revealed that there are many underutilized sources of customer data. While leading retailers were gaining from the use of customer data sources, less than half of the retailers in the study collected social network data from third party domains, and just 8 percent thought it made an important contribution to generating insights.