Business intelligence and decision-making tools should be used to support, not substitute retailers’ strategic choices

You cannot win a formula 1 race without defining and efficiently implementing a strategy which combines human expertise with technological performance. The same is true in speciality retailing. As you open more stores you will need to use decision-support systems to help you understand the past, optimise the present and anticipate the future. But these tools are of no use if they do not support a clearly defined strategy: whether that be growth through acquisition, operational cost reduction or improving profitability by region, range, or store. Once strategic direction has been given, you will experience the endless benefits that decision-support tools can provide.

By Li Ming She, Associate Director, Polarys
& Yann Loyer, Pre-Sales Consultant, VCSTIMELESS