SAN CARLOS, Calif. — Three-quarters of surveyed retailers and 58% of consumer product manufacturers rank consumer centricity as a top-three success factor, according to a new survey sponsored by DemandTec here and Toronto-based Precima and conducted by IDC Global Retail Insights.
The survey also showed that high-performing retailers use consumer insights more frequently in sales/merchandising (80%) compared to the norm (60%).
Overall, the survey indicates that companies are seeing benefits from the concept, but more opportunities are available. Consumer centricity was defined in the survey as any strategy for which an organization uses shopper data to develop insight as a driver for decision-making.
The survey sample consisted of 120 respondents, including 55 retailers and 65 consumer products manufacturers.
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