VALUE CREATION OF BUSINESS INTELLIGENCE & ANALYTICS IN RETAILING
(A2019-8450)

AUTHORS

ANIKET SENGUPTA, NEOMA BUSINESS SCHOOL; LANLAN CAO, NEOMA BUSINESS SCHOOL

KEYWORDS

Business intelligence; Retail; Value creation

ABSTRACT

Retailers have made BI&A (Business Intelligence & Analytics) investments in recent years that have enhanced the customer experience, driving increased sales and profits as a result. However, there are few studies on value creation by BI&A in the retailing industry. This qualitative study attempts to understand how and why BI&A creates values to both firms and their customers. The data collected of twenty-five retailers referred from Dow Jones’ Factiva and other databases. Our research findings suggest that four main retail activities (store management, transaction management, consumer retention, and operations management) are involved in BI&A adoption. The key mechanisms of BI&A’s value creation are relating to efficiently using existing assets, streamlining operational process, and self-sustaining work environment.