Executive Summary (This is a document excerpt)

Shoppers today demand more relevant store experiences, propelling consumer products manufacturers to work with retailers to customize brands, assortments, and promotions to specific shoppers and communities. As a result, manufacturers must boost their "Store IQ" by using new retail data, such as store-level consumption, to derive store-specific insights. But 68% of consumer products (CP) firms believe that retailers don't share the right types of data. Held back by cultural and operational realities, manufacturers will develop their Store IQ over three gradual phases: store visibility, store-level planning and execution, and strategic collaboration. New data warehousing and business intelligence (BI) technologies help manufacturers to take an incremental approach to using new retail data.

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