How Retailers Use Data to Understand Customers

How far should data go? From loyalty cards to personalised offers.

Retailers collect data from online visits, in-store purchases, loyalty programs, and social media interactions. The goal? To understand customers better and deliver experiences that feel personal.

Smart use of this data can improve product recommendations, optimise pricing, and tailor marketing campaigns. But there’s a balance — overreach or misuse can erode trust quickly.

The key is permission, transparency, and relevance. When customers know why their data is used and see tangible benefits, engagement increases — and so does loyalty.

Responsible retail data use isn’t just about sales — it’s about building long-term relationships.