Using Data and Big Data in Retailing

In this essay, we examine how retailers can use data to make better decisions and hence, improve their performance. We have been studying retail operations for over two decades and have witnessed many, and been personally involved in a few, projects that delivered considerable value to retailers by better exploiting data. We highlight a few of these examples and also identify some other potential applications.

• 저널Production and Operations Management · 27(9) · 1665–1669
• 토픽Consumer Retail Behavior Studies · Marketing
• DOI10.1111/poms.12846
• 저자Marshall L. Fisher, Ananth Raman