NEW YORK — Despite their presumed importance to retailers, “customers may be the least utilized asset most companies have,” said Matt Nitzberg, vice president, global manufacturer practice leader, Dunnhumby USA, Cincinnati.
Dunnhumby USA, a 50-50 partnership between U.K.-based Dunnhumby and Kroger, Cincinnati, has worked with Kroger on its loyalty card program since 2002.
Speaking at the National Retail Federation’s 99th Annual Convention and Expo here last week, Nitzberg said that most retailers can’t answer the following four questions: Which customers matter the most? What do they buy? How much do they buy? Why do they buy what they buy?
“Even if they can answer these questions, most retailers can’t take the next step and figure out how to make the transition to giving those customers who matter the most more of what they want and creating a more relevant shopping experience,” said Nitzberg.
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