转化(遗传学)
分析
业务
数据科学
营销
计算机科学
生物化学
基因
化学
作者
Vikas Kumar,Rajkumar Venkatesan
标识
DOI:10.1016/j.jretai.2021.11.004
摘要
The retail industry is undergoing tremendous changes that are driven by technology, changing consumer tastes, economic pressures, competition, stakeholder relationships, environmental concerns, and governmental regulations. Our article explores analytics as a capability that helps retailers excel in this dynamic environment. We identify the reasons behind the trends in the retail industry and provide guidance for retail managers on how to improve customer relationship management using appropriate metrics and effective analytics. Our guidance to retail managers emphasizes the importance of brand recognition, explores tactics for enhancing customer experience, recommends establishing superior customer engagement, forging social connections among consumers, and rendering service and support to customers, and highlights a data-oriented approach to retailing. We conclude with suggestions for future research in this domain.
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