Style and Statistics: The Art of Retail Analytics

ISBN-13: 9781119270317 / Angielski / Twarda / 2016 / 208 str.

Brittany Bullard

Opis

A non-technical guide to leveraging retail analytics for personal and competitive advantage Style & Statistics is a real-world guide to analytics in retail. Written specifically for the non-IT crowd, this book explains analytics in an approachable, understandable way, and provides examples of direct application to retail merchandise management, marketing, and operations. The discussion covers current industry trends and emerging-standard processes, and illustrates how analytics is providing new solutions to perennial retail problems. You'll learn how to leverage the benefits of analytics to boost your personal career, and how to interpret data in a way that's useful to the average end business user or shopper. Key concepts are detailed in easy-to-understand language, and numerous examples highlight the growing importance of understanding analytics in the retail environment. The power of analytics has become apparent across industries, but it's left an especially indelible mark on retail. It's a complex topic, but you don't need to be a data scientist to take advantage of the opportunities it brings. This book shows you what you need to know, and how to put analytics to work with retail-specific applications.

• Learn how analytics can help you be better at your job
• Dig deeper into the customer's needs, wants, and dreams
• Streamline merchandise management, pricing, marketing, and more
• Find solutions for inefficiencies and inaccuracies

As the retail customer evolves, so must the retail industry. The retail landscape not only includes in-store but also website, mobile site, mobile apps, and social media. With more and more competition emerging on all sides, retailers need to use every tool at their disposal to create value and gain a competitive advantage. Analytics offers a number of ways to make your company stand out, whether it's through improved operations, customer experience, or any of the other myriad factors that build a great place to shop. Style & Statistics provides an analytics primer with a practical bent, specifically for the retail industry.

Spis treści

Acknowledgments ix

About the Author xi

Introduction 1

Chapter 1 The Changing Face of Retail 5

Chapter 2 Merchandise Financial Planning 15

Statistical Forecasting 21

Chapter 3 Assortment Management 29

Understanding Your Customer 31

Understanding Product Choice Counts 35

Understanding Current Product Performance 38

Predicting the Evolution of Trends 43

How Much to Buy? 47

What Sizes Do I Need? 51

Chapter 4 Fulfillment 57

Allocation 58

Order Fulfillment 65

Chapter 5 Pricing 71

Pricing Analytics 77

Regular Price 84

Promotional Pricing 85

Markdown/Clearance Pricing 94

Pricing Maturity and Organizational Structures 97

Chapter 6 Marketing 99

Data 100

Marketing Campaign Lift Analysis 106

Customer Lifetime Value 108

Customer Segmentation 110

The Internet of Things 112

Path to Purchase 114

Chapter 7 In–Store Experience 119

Store Labor Forecasting 120

Assortment Optimization 121

The Internet of Things 124

Chapter 8 Cybersecurity 131

Europay, Mastercard, and Visa/Chip Cards 136

Chargebacks 136

Data Governance 137

Chapter 9 Customer Journey 139

Chapter 10 Millie and Boomer: Generations Unified 147

Chapter 11 How to Gain Personal Value from Analytics 155

Citizen Data Scientist 158

Change Agent 160

Finding the Right Fit 162

The Value of Analytics 164

References and Resources 169

Glossary 171

Retail Math 183

Index 185

O autorze

BRITTANY BULLARD is a Solutions & Analytical Consultant in the Retail and Consumer Packaged Goods Practice at SAS Institute. At SAS, she assists retailers in driving profitability through the use of powerful analytics. During her nine years of retail industry experience, she implemented, managed, and took part in planning solutions for allocation, replenishment, forecasting, location planning, and assortment.

Blurb

PRAISE FOR STYLE & STATISTICS

"As a nontechnical retail aficionado, I found Style & Statistics to be a modern, applicable guide to gaining a competitive edge in a fierce industry. Bullard′s knack for retail shone through and provided an insightful path to success, as an organization and as an individual, in a constantly evolving landscape."
Erin Fatica, Replenishment Planner, HSN

"I have no doubt that leveraging the art and science of analytics is a key to the future for retailers large and small. Use the information and insights that you′ll gain from Style & Statistics to turbo–charge the success of your business!"
Steve Knopik, CEO, Bealls Inc.

"As a buyer for a large department store I am always trying to find the balance between customer wants by store location and how to best meet supply and demand. Delivering beautiful product to a store is a great feeling, but knowing product you deliver also has analytical data backing it up is a dream come true to any buyer."
Tiffany Kozel, Corporate Buyer, Dillard′s

"Retail has become an extremely competitive and rapidly changing business. In today′s omnichannel marketplace, robust retail analytics are critical to successfully connecting with and retaining the customer. In Style & Statistics, Ms. Bullard lays the groundwork with historical information around the business of retail, while providing a forward–thinking approach to current and future challenges. Style & Statistics is educational, approachable, and entertaining! I would definitely recommend this book to both new and experienced planning and allocation professionals!"
Christy L. Jameson, Merchandise Planning and Allocation
Management Professional

"Analytics is rapidly becoming the biggest strategic lever that a brand can exercise for competitive advantage and global growth. Style & Statistics contains a wealth of information to help you navigate today′s ultra–competitive marketplace by translating data into actionable business insights"
Sahal Laher, EVP: Digital, Innovation and Technology;
Global CIO, Brooks Brothers