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With High Street retailers contemplating store closures and seeking rent reductions as they struggle to move their businesses forward, it is clearer than ever that knowing your customers is absolutely vital for success.
Stalwarts such as House of Fraser, New Look and Marks & Spencer are among those undergoing shake-ups as they try to recover from disappointing sales and attract the right customers to make their businesses vibrant.
Marks & Spencer is considering closing up to 14 stores, New Look up to 60, and the House of Fraser has approached landlords for rent reductions after a poor Christmas trading period with sales down, both in-store and online, compared with the previous year.

Concentrating on delivering what the customer wants is going to be key to their forward planning – Marks & Spencer has restructured its marketing team and has appointed a data science company to enhance its understanding of customers holding loyalty cards.

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