Why Most Retailers Are Underusing Their Customer Data (and How to Fix It)
Some retailers struggle because they don’t have the data they need. Others have plenty of data but can’t use it. Most fall somewhere in the middle — collecting information from POS systems, eCommerce platforms, warehouses, loyalty programs, and vendors… but never getting a complete or timely picture of what’s actually happening.
When data lives in separate places or updates slowly, confident decisions get harder. Reorders become guesswork, stockouts creep in, and online-to-store behavior stays fuzzy.
That gap — between the data retailers have, and the insights they can actually use — is where performance slips. But it’s also where real opportunity lives. When information comes together in real time, everything gets easier.
Why So Much Customer Data Goes Unused
It’s easy to assume more data equals better decisions. But when data sits in different systems — or doesn’t update in real time — it often just creates more work. A PYMNTS study found that 51% of U.S. retailers don’t have access to real-time sales, inventory, or performance data, meaning insights are often delayed or incomplete. A store manager might want to plan a promotion but first has to pull sales from one system, loyalty activity from another, and inventory from a third. It’s tedious. And while they piece it together, opportunities slip away.
Even worse, some data may technically “exist,” but isn’t actually usable. Sometimes retailers can’t trust the numbers. Other times, the system doesn’t give them a way to turn insight into action.
That’s where unified commerce — a platform that forecasts for you and helps adjust inventory in real time — makes a massive difference.
As JR Anderson, Director of Account Management at FieldStack puts it,
“Retailers go from spending 90% of their time cleaning up data and 10% doing strategic work… to the opposite once they have access to real-time, accurate information.”
The Costs of Disconnected Systems
Disconnected systems don’t just slow teams down — they cost money.
Take special orders. In some chains, fulfilling a single request could take days because staff have to manually check multiple locations for availability. Or consider cycle counts: employees perform them more often than necessary, not because it’s efficient, but because they can’t trust the numbers reported by the system.
All of this adds up. Staff are constantly correcting errors. Customer satisfaction drops. And profits take a hit. Over time, these inefficiencies pile up, creating invisible friction that slows growth.
What Changes When Data Lives on One System
When retailers finally consolidate their data, everything changes. Decisions become faster. Forecasts are more accurate. Employees have time for work that actually adds value, rather than constantly fixing mistakes.
According to PYMNTS research, retailers with access to actionable data can see up to 5x higher revenue growth compared to those without it. This shows how much potential there is when information is centralized and trusted — a boost that goes beyond operational efficiency.
Inventory accuracy improves without extra effort. Special orders get fulfilled in days instead of weeks. Marketing teams can act on real-time purchase histories to target customers with relevant offers. Concepts like perpetual inventory systems, real-time retail data, and retail ERP software aren’t just tech jargon here — they’re the tools that allow organizations to finally use the data they already have.
Above: Unified data makes it easier to keep your shelves full and your customers happy.
The Real Results of Using Unified Data
Renys, a third-generation department store chain in Maine, faced exactly this problem. Their legacy system was slow and cumbersome. Checkouts dragged on. Warehouse operations were inefficient. Special orders took far too long to complete. Staff were constantly reconciling data manually.
After unifying their customer, sales, and operational data, the change was dramatic. Special order fulfillment time dropped by 70%. Checkout speeds increased by 2.5x. Teams could respond to customer needs faster and make smarter, more confident decisions.
Employees immediately felt the difference. Hours of manual work were simplified or automated, allowing store associates to focus on customers, warehouse teams to boost efficiency, and executives to make confident decisions from reliable data. It’s a clear example of the power of putting underused data to work.
“As a result, we freed up several office positions, and we’re allocating those resources to higher-value work,” said Faustine Reny, Renys Leadership. “The increased efficiency is allowing us to reinvest in our company.”
Read the full Renys Case Study.
How to Get Started with Better Data
So, what can other retailers do to turn their underused data into a competitive advantage? Start small.
- Audit your data sources. Figure out where everything lives and identify gaps or duplicates.
- Prioritize high-impact areas. Decide which processes will benefit most from improved data access. Inventory planning? Marketing? Order fulfillment?
- Centralize it. Connect your POS, eCommerce, inventory, and loyalty data so everyone has access to the same, reliable information.
- Empower your teams. Give staff the ability to see and act on data themselves, rather than waiting for someone else to pull it.
- Measure the impact. Track improvements in efficiency, customer satisfaction, and profitability to make sure it’s working.
The Bottom Line
Retailers don’t need more data. They need better access to the data they already have. When customer and operational data live in one place, it becomes a tool, not a burden. Teams make faster, smarter decisions. Operations become more efficient. Customers have a better experience.
Renys proves it. Unified data isn’t just a technical upgrade. It’s a way to unlock the true potential of a retail organization.
Next Steps
If your team is buried in spreadsheets or hopping between systems just to get a clear picture, it’s time to rethink how you manage your data.
Get your free impact analysis and discover how much FieldStack can save you.