Customer Intelligence      The Value of Customers, The Power of Profits   by Gary Hawkins   Hardback book, 1st Edtition 7 chapters (205 pages) (160mm wide, 240mm tall, 22mm thick)   Published by Breezy Heights Publishing, New York First impression 2003 ISBN: 0967256216 (USA only)   Cover Price: US$29.95 Note: this is the price printed on the cover, and does not necessarily represent the actual price you will pay for this item. Click here to tell a friend Buy it online at Amazon.com
What's it all about? Throughout the course of retail history, companies wishing to stay ahead of the competition did so by concentrating on one thing: their products. Whether it was quality, price, market position or logistics, retailers believed that dominance in their marketplace would be the result of executing product-related strategies. For many retailers today, continuing down this traditional path while holding on to dated tenets of product-based marketing will spell reduced share of market, reduced margin, or worse. Quite simply, they are looking at the world through the wrong end of the telescope. The future of retail selling lies within the shopping experience itself, more specifically, the individual customer at the centre of that experience. While most retailers today are collecting vast amounts of transactional data every minute, only a handful are identifying, analysing and then using this critical information as a management tool. In this book, Gary Hawkins shows forward-thinking retail executives the real value of becoming more customer literate. He illustrates how companies utilising customer information will now, for the first time, have a holistic view of their business and see precisely where their profits truly originate. He demonstrates how to create successful business strategies by understanding the four dimensions in which retailers operate: products, customers, the shopping experience, and time.
Biography... Gary Hawkins is president of Hawkins Strategic, LLC, a customer data consultancy firm. He is recognised as one of the world's leading authorities on the understanding and use of customer data in retail. Through the unique perspective afforded by being an international consultant, experienced retailer and author, Hawkins is able to provide valuable insight into the strategic importance and operational working of retail customer intelligence. Hawkins works with the retail industry in North and South America, Europe and Asia. In addition, he is CEO of Green Hills, an independent high-volume supermarket in Syracuse, NY, where he and his team developed and continue to operate one of the world's most advanced retail loyalty platforms. Green Hills continues to serve as a laboratory for advanced research into the understanding and use of customer information. In partnership with leading companies, Green Hills serves as a development and testing site for new technologies to facilitate one-to-one retailing. Hawkins' previous book is Building the Customer Specific Retail Enterprise (see separate review). He is author of numerous articles in industry publications throughout the US, Europe and Asia. He is also a keynote speaker at retail industry events.

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