fbpx As big box retailers are closing up shop and online retailers are taking center stage, retailers are feeling the pressure to keep winning sales from their customers. When it comes to winning in such a competitive retail landscape, data has becoming increasingly important. Some would even argue that data is the number one tool retailers should be using in order to stand out in a saturated market. With consumers (especially Millennials) craving targeted, personalized shopping experiences, the need to collect and analyze customer data has become a necessity. But which data points are the most important and how can you use the data to create a more personalized experience for your customers? Check out a couple of the data points we recommend collecting (and how to use them): Needs and Interests: After you’ve built out a customer profile with basic information (name, email, address) it’s important to start collecting notes about your customers. Understanding specific needs and interests customers have is a great way to add a layer of personalization to their shopping experience. Use it: Start using the personal notes you’re collecting about your customers to target them in specific marketing campaigns. If you have a group of customers who are training for a specific marathon, send them a trickle of emails promoting different items that will help their training in the months leading up to race day. Purchase History: If you have the right inventory management system, your technology can track customer purchases back to customer accounts. Having a sense of brands and items customers have bought can help you properly sell to them in the future. Use it: Purchase history is a great way to group customers together for coupons and mailers when a new item comes out. If a group of customers have routinely bought the newest Asics Nimbus Gel each year, consider sending them a coupon they can use on the purchase of any two items when the latest shoe comes out. You know they’ll be interested in the shoe and the coupon offer will encourage them to add other items onto their ticket.   These are just two examples of the many data points you can track using RICS. To find out more about collecting (and using) your data, check out our Small Business Definitive Guide to Data.