Retailers sit on massive amounts of data, yet few manage to turn it into operational value. Ahead of CGI’s participation in our Retail Innovation Talks event in New York, Christian Haeger outlines what he calls Data Driven Retail 2.0 — and why the biggest gains will come from solving real business problems, not chasing AI hype.
What do you actually mean by “data driven retail”? Isn’t every retailer already working with data?
– To be data driven means using data to steer core processes, not just to report on them. It’s letting facts, not gut feeling, guide decisions. Data has been called the new gold, but just like gold, it only has value if you can extract it, refine it and put it to work.
Where is it most important for retailers to become truly data driven?
– Supply chain control is the foundation. You need full, accurate visibility of inventory across warehouses, distribution centres and stores — and this information must be available not only to HQ, but to staff and customers. They should know exactly where a garment is, when it arrives and when they can buy it.
Can you give a concrete example?
– At Promod, with more than 400 stores, we implemented our Retail Suite. Staff use mobile devices to search inventory, access loyalty and CDP data, and even close transactions on the shop floor with Tap to Pay. That is data driving operations in real time.
What other areas matter most?
– Product data is critical, especially online where customers cannot touch the product. Retailers need richer information — materials, fit, sustainability and performance. Another major area is customer data. Loyalty programmes collect plenty of information, but the output is often irrelevant mass emails.
So what does Data Driven Retail 2.0 look like?
– It is about using AI to turn customer data into real relevance. Instead of blasting the same offers to everyone, retailers can provide personalised recommendations in the right channel at the right time. We all know this increases both sales and loyalty.
Where do you see the strongest use cases for AI today?
– At Tech for Retail in Paris, companies like LVMH, Carrefour and Decathlon showed how fast things are moving. The clearest value is in customer service and contact centres, forecasting and replenishment, price optimisation, and product recommendations. These are operational areas where AI delivers real business impact.
What should retailers keep in mind when adopting AI?
– Never do AI for its own sake. Start with a concrete business problem or pain point. AI becomes powerful only when it is tied to process improvements, not when it is treated as a trend.
What’s the biggest opportunity for retailers right now?
– To connect supply-chain visibility, strong product data and AI-powered customer relevance. When these pieces come together, data stops being passive information and becomes an active driver of performance.
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