3 out of 5 retailers admit they don't know their customers well

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60% of Spanish retailers have trouble getting to know their customers well due to changes in the preferences and habits of the new consumer.

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Knowing our customers well is essential for the success of our business. However, this is not easy at a time like the present, with the changes that are taking place in the consumer.

In fact, 60% of Spanish retailers admit that they have difficulties in knowing their customers well, because the preferences and habits of the new consumer are increasingly individualised, heterogeneous and changing , as revealed by the 4th edition of the study 'Retail Barometer 2023 – 2024: Towards intelligent retail ' , prepared by Esade, with the support of the technological consultancy Seidor and the collaboration of Atrevia.


The report highlights the growing heterogeneity pakistan phone data of customers , conditioned by factors such as their variability in habits, values, behaviors, attitudes or references, as well as a fragmentation of channels and contact points. This means that only 2 out of 5 retail stores have defined the customer journey in their physical and digital sales channels.

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Although they are aware that understanding customer behaviour in-store is essential for designing their experiential strategy, the report reflects that most retailers are unaware of this information. In addition, it emphasises that this figure is worse than the 2022 barometer.