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Implementing Customer-Centric Merchandising and Marketing in Retail

by Robert Hetu  |  January 18, 2018  |  Submit a Comment

Merchandising and marketing are core retail processes where technology must be deployed to leverage advanced analytics, algorithms, intelligent automation services and artificial intelligence to enable unified retail commerce. Retailers of all types must facilitate a unified retail commerce experience by engaging in digital business transformation built on a foundational view of customer shopping processes including:

  • Browsing
  • Transacting
  • Acquiring
  • Consuming

Regardless of the methods of retail fulfillment, to meet customer expectations of consistent and flexible shopping between and across channels, all of the retailer’s customer-facing processes must be unified.

Retailers will achieve future success if they procure, source, develop and market products and services as demanded by the customer, and deliver them through a unified retail commerce ecosystem. Using an ecosystem approach means that retailers will leverage expanded partnerships with product suppliers, service providers and previously unidentified cohorts to deliver the customer-centric experience. Just as unified retail commerce is defined in basic customer process terms, customer-centric merchandising and marketing should focus not on the fulfillment process but on the five W’s:

  • Who are the targeted customers and what are their lifestyles?
  • What product assortments, services and offers are required to enable customers’ lifestyles?
  • Where will the assortments, services and experiences be offered for customer engagement and acquisition?
  • When will customers browse and transact?
  • Why will the customer take each action and what behaviors will they exhibit?

CCMM Final Picture

Gartner clients can learn more about coverage of this important topic here:

Implementing Customer-Centric Merchandising and Marketing in Retail Primer for 2018

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Category: retail-trends  

Tags: algorithmic-retailing  customer-centricity  marketing  retail  unified-retail-commerce  

Robert Hetu
VP, Analyst Retail
7 years at Gartner
29 years IT Industry

Bob Hetu is a Research Director with the Gartner Retail Industry Services team. His responsibilities involve tracking the technology markets and trends impacting the broad-based retail merchandising and planning areas. Mr. Hetu is an expert in the areas of brand, vendor and assortment management, merchandise planning, allocation, and replenishment. Read Full Bio

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