After reading the extensive Bloomberg Business Week article on Sears failing strategy, At Sears, Eddie Lampert’s Warring Divisions Model Adds to the Troubles, even though it focuses on heavy data use, one simple thought comes to mind, “Where’s the customer in this strategy?” Separate P&Ls, zero collaboration, no focus nor understanding of the customer experience and journey, all contribute to falling sales and asset valuations.
For us, the lesson is clear. It’s not a question of data use, it’s a question of the strategy driving that data use. Data is only as good as how it’s analyzed and put into action. Teams must focus on the complete customer experience. That experience starts in-venue with understanding how fans interact and make purchases related to that experience. That means looking at the “bundled” experience and knowing what fans prefer in their “bundle”.