"Know Your Customer: How Retailers Have Used Data Throughout History" highlights the evolution of data use in retail over the past century. From early consumer surveys and in-store observations to the integration of UPC scanners and the rise of omnichannel strategies, retailers have leveraged data to enhance customer experience, operational efficiency, and product variety. The study underscores the consistent objective across eras: understanding and fulfilling consumer needs better than competitors. With 84% of major U.S. retail companies utilizing customer data to improve service, the report affirms the enduring significance of data analytics in retail for optimizing business operations and enriching consumer welfare.

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