Retail is always a challenging industry, especially now as consumers’ shopping habits are changing to center around mobile and social experiences. One of consulting firm McKinsey’s recommendations for retailers who want to survive the digital transformation’s impact on the industry is to “get serious about using data and analytics for decision making.” Retailers of all sizes can do this by, among other things, leveraging their customer data to create more effective social media campaigns. When you focus your social media campaigns on the demographics that match your current customer profiles, you increase the likelihood of winning new customers in an efficient and cost-effective way.

Whether your business has two locations or twenty, serving varied local preferences is the key to success. Customer tastes, expectations, and spending habits vary by area, depending on the demographics of the neighborhood and the other businesses located nearby. Customer insights can help your business tailor each outlet to the preferences and buying habits of customers nearby to build loyalty and bring in new traffic.