Retailers are increasingly focused on understanding their customers and have developed new metrics to support the endeavor, according to a new study. The 14th Annual Retail Technology Study -- conducted by RIS News and Gartner and sponsored by Lawson Software, Inc. -- suggests a growing number of retailers are developing marketing and promotional programs based on customer analysis. They also are leveraging new customer-focused tools to analyze their customers, the report stated. Nearly half of the study respondents report being involved in customer data and intelligence projects -- 32 percent in the last three years and 14 percent currently.

Yet another objective is large-scale segmentation. The study found that nearly a third of participants have short-term customer segmentation plans. Meanwhile, 31 percent are using consumer-specific databases; 26 percent are involved with frequent shopper programs; and 25 percent are utilizing some type of customer traffic tracking.

"Traditionally, retailers have focused on merchandising and the supply chain; however, in an effort to be competitive and improve the shopping experience for consumers, retailers are realizing that it is critical to put customer knowledge to use and harness the value hidden in consumer transaction data," said Mark Elliott, vice president, Retail, Lawson Software. "Retailers, in order to survive in today's retailing environment, must understand the consumer and how they can use their buying patterns to their advantage. As a result, customers are being treated differently. The easiest way to build a customer base and get that customer back to the same retail store over and over again is through in-depth customer metrics."