The Retail Analytics Council’s book, Rethinking Retail: What Marketers and Retailers Can Learn About Consumer Preference from Analytics, is already drawing national attention. Forbes recently reviewed the book, noting how it helps retailers and marketers move beyond guesswork to better understand shifting consumer behavior.
In his review, Forbes contributor Gary Drenik points out that successful retailers “must pivot from demographic generalizations to behavior-based groupings that reflect real-time intent and emotional priorities.” He underscores the book’s message that using data effectively is no longer optional — it’s the key to staying competitive in an uncertain marketplace.
Drawing on nearly 20 years of data and consumer interviews, the book offers a rare and rich analysis of how shopping preferences have evolved. From product categories to channel selection, the authors identify clear trends and declines in consumer preference. Their findings point to a growing gap between what consumers want and what retailers and brands deliver. The zero-party data analyzed and presented in this book was provided by Prosper Insights & Analytics®, a data and analytics firm based in Columbus, Ohio.
Read the full Forbes review: Rethinking Retail: A Data Driven Blueprint For Thriving In Uncertainty.
Get the book: Rethinking Retail: A Marketer’s Guide to Decoding Consumer Preference through Data Analytics.