{"id":674200,"date":"2024-10-29T10:16:11","date_gmt":"2024-10-29T10:16:11","guid":{"rendered":"https:\/\/www.capgemini.com\/gb-en\/?p=674200"},"modified":"2026-01-22T07:49:44","modified_gmt":"2026-01-22T07:49:44","slug":"how-retailers-are-unlocking-data-driven-strategies-with-ai","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/gb-en\/insights\/expert-perspectives\/how-retailers-are-unlocking-data-driven-strategies-with-ai\/","title":{"rendered":"How retailers are unlocking data-driven strategies with AI"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-blogs header-hero-blogs\"><div class=\"container\"><div class=\"hero-blogs\"><div class=\"hero-blogs-content-wrapper\"><div class=\"row\"><div class=\"col-12\"><div class=\"header-title\"><h1>How retailers are unlocking data-driven strategies with AI<\/h1><\/div><\/div><\/div><\/div><div class=\"hero-blogs-bottom\"><div class=\"header-author\"><div class=\"author-img\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/gb-en\/wp-content\/uploads\/sites\/5\/2024\/10\/Claire-Williams.jpg?w=200&amp;quality=10\" alt=\"Claire Williams\" loading=\"lazy\"\/><\/div><div class=\"author-name-date\"><h5 class=\"author-name\">Claire Williams<\/h5><h5 class=\"blog-date\">Oct 29, 2024<\/h5><\/div><\/div><div class=\"brand-image\"> <\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/gb-en\/?p=674200\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https:\/\/www.capgemini.com\/gb-en\/?p=674200\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><div class=\"article-text article-quote-text\">\n<figure class=\"wp-block-image alignright size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"512\" src=\"https:\/\/www.capgemini.com\/gb-en\/wp-content\/uploads\/sites\/5\/2024\/10\/WiD-Logo.png?w=512\" alt=\"\" class=\"wp-image-674206\" style=\"width:205px;height:auto\" srcset=\"https:\/\/www.capgemini.com\/gb-en\/wp-content\/uploads\/sites\/5\/2024\/10\/WiD-Logo.png 512w, https:\/\/www.capgemini.com\/gb-en\/wp-content\/uploads\/sites\/5\/2024\/10\/WiD-Logo.png?resize=150,150 150w, https:\/\/www.capgemini.com\/gb-en\/wp-content\/uploads\/sites\/5\/2024\/10\/WiD-Logo.png?resize=300,300 300w, https:\/\/www.capgemini.com\/gb-en\/wp-content\/uploads\/sites\/5\/2024\/10\/WiD-Logo.png?resize=400,400 400w\" sizes=\"auto, (max-width: 512px) 100vw, 512px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-senior-data-executives-from-top-consumer-products-and-retail-brands-share-how-data-and-ai-are-transforming-their-business-at-big-data-ldn-london-as-part-of-the-capgemini-hosted-panel-discussion-in-partnership-with-women-in-data\">Senior data executives from top consumer products and retail brands share how data and AI are transforming their business at Big Data LDN London as part of the Capgemini-hosted panel discussion, in partnership with Women in Data\u00ae.<\/h2>\n\n\n\n<p>The best retailers are like mind-readers. They know what their customers want to buy and how much they will spend. But companies don\u2019t need to be telepathic to grow their profits: they only need to put the right data to work in the best way.<\/p>\n\n\n\n<p>That might mean something specific such as using AI to price match competitors, or something as general as improving an organisation\u2019s data literacy, according to four senior data executives at this year\u2019s Big Data LDN conference. They were being quizzed by Claire Williams, Vice President, Analytics and AI, Retail and Consumer Product at&nbsp;Capgemini Invent.<\/p>\n\n\n\n<p>For best results, every employee needs to become a data champion, according to Steph Bell, Director of Analytics at J Sainsbury. \u201cWe need to be bringing data closer to the business and bringing business closer to the data,\u201d she said.<\/p>\n\n\n\n<p>Leaders must also be \u201cdata fluent\u201d if they want their businesses to be competitive, said Emma Duckworth, Head of AI and Data Science at healthcare company Haleon, which owns brands such as Panadol and Sensodyne toothpaste. \u201cThe most impressive managers are those who make data-driven decisions,\u201d she told the audience. \u201cThey understand it and they prioritise how data is being used.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-real-time-competitive-pricing\">Real time, competitive pricing<\/h3>\n\n\n\n<p>A key factor in improving commercial&nbsp;performance as John Lewis Partnership (JLP)&nbsp; enters the Golden Quarter (Black Friday, Christmas and January sales) is the relaunch of its \u201cnever knowingly undersold\u201d price promise, based on an <a href=\"https:\/\/retail-systems.com\/rs\/John_Lewis_Uses_AI_To_Match_Prices_With_25_Online_Retailers.php\" target=\"_blank\" rel=\"noreferrer noopener\">AI-led assessment of what 25 competitors are charging for 30,000 products, in store and online<\/a>.<\/p>\n\n\n\n<p>\u201cThe power of AI has enabled us to make sure the John Lewis team can factor in internal and external data, plus other factors, at the same time, in real time,\u201d said Barry Panayi, Chief Data and Insight Officer at JLP. \u201cPeople in the commercial team will make commercial decisions on where we should sit versus competitors. AI enables them to do that quickly without lots of manual effort and risk.\u201d<\/p>\n\n\n\n<p>At Sainsbury\u2019s, data has long been at the heart of its Nectar loyalty programme. Last year\u2019s introduction of personalised pricing for Nectar cardholders changed how the retailer rewards its customers, said Bell. \u201cIn the Nectar app, you get hyper-personalised offers driven by algorithms that understand how you shop and what offers you\u2019ll want.\u201d<\/p>\n\n\n\n<p>Attention to customers remained paramount, she added: \u201cAmid all the technical brilliance of AI, you have to be obsessed with your customers so you can make the right decisions about where to best deploy your technology.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-clearer-language-safer-products\">Clearer language, safer products<\/h3>\n\n\n\n<p>At Haleon, AI is being used to enhance inclusivity and representation in digital advertising content \u201cOne barrier to health inclusivity is health literacy,\u201d said Duckworth. \u201cWe are using AI to make sure information about our products is accessible and of the appropriate reading age. Our Health Inclusivity Screener tool evaluates content on health literacy and representation criteria.\u201d<\/p>\n\n\n\n<p>Meanwhile, GenAI is also helping Haleon to be more efficient when it comes to translations. \u201cWe built an AI powered internal translation product that is really making a difference to us as a global company,\u201d she added.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-ai-needs-well-structured-data\"><strong>AI needs well-structured data<\/strong><\/h3>\n\n\n\n<p>For all the enthusiasm about the transformational impact of AI, participants cautioned that organisations need to structure their data for AI applications to work.<\/p>\n\n\n\n<p>Simon Jury, vice-president of data and analytics at Asda, said there was a certain naivety among executives about what it means to use data as a decision-making tool. \u201cIt\u2019s incumbent on us [in the data team] to have the right, clean data available in the right format at the right time for the people who will be making those decisions,\u201d he said. \u201cTraining, data literacy and data culture are part of that. But it has to be top down and bottom up.\u201d<\/p>\n\n\n\n<p>Duckworth from Haleon agreed. \u201cIf you want to get the value from this amazing AI, you can\u2019t avoid having clean, well-structured, well-organised data,\u201d she said.<\/p>\n\n\n\n<p>\u201cOtherwise, something big will blow up because no-one has bothered to fix their data,\u201d warned Panayi of JLP. \u201cAI is going to make that much worse. When that happens, data management will get its renaissance.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-data-literacy-for-all\"><strong>Data literacy for all<\/strong><\/h3>\n\n\n\n<p>While Asda continues to migrate its data from Walmart\u2019s IT systems to its own, Jury is most excited about what the future could mean in terms of non-technicians being able to interrogate complicated data without help from experts. \u201cHaving an English interface into complex datasets would mean non-techies could follow a meaningful train of thought with the data,\u201d he said.<\/p>\n\n\n\n<p>Everyone agreed that excitement over the arrival of AI was helping to change attitudes towards data. \u201cAI \u2013 and even a lot of data and analytics \u2013 historically felt quite removed [from the rest of the business], a black box people couldn\u2019t tangibly understand,\u201d said Bell. \u201cBut GenAI is opening the door to a much wider conversation about data and all applications of AI.\u201d<\/p>\n\n\n\n<p>A huge thank you to Women in Data\u00ae for the opportunity to host this truly insightful panel discussion! To learn more, read our latest report exploring how organisations are harnessing the value of <a href=\"https:\/\/www.capgemini.com\/gb-en\/insights\/research-library\/generative-ai-in-organisations\/\" target=\"_blank\" rel=\"noreferrer noopener\">generative AI<\/a>.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-wrapper-people-slider section section--expert-slider wrapper-people-slider undefined\"><div class=\"container\"><div class=\"content-title\"><\/div><\/div><div class=\"slider slider-boxed\"><div class=\"container\"><div class=\"slider-window\"><div class=\"slider-list\">\t\t<div class=\"slide\">\n\t\t\t<div class=\"box\">\n\t\t\t\t<div class=\"row\">\n\t\t\t\t\t<div class=\"col-md-6 col-lg-4 box-img-wrapper\">\n\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/gb-en\/wp-content\/uploads\/sites\/5\/2024\/10\/Claire-Williams.jpg\" alt=\"Claire Williams\"\/>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"col-md-6 col-lg-8 box-inner\">\n\t\t\t\t\t\t<div class=\"row title-social-media-header\">\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 mbl-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 box-container\">\n\t\t\t\t\t\t\t\t<div class=\"box-title\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"people-profile-title\">Claire Williams<\/h3>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span>Vice President Analytics &amp; AI<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 social-box-container dkt-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"people-info\">Claire works with Retailers and Consumer Product customers to deliver real outcomes, great stories and real world impact \u2013 using their data to unlock value with the help of Analytics &#038; AI, helping them create the future they and their customers want and need.<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div><\/div><\/div><div class=\"slider-nav\"><button class=\"slider-prev inactive\" aria-label=\"Slider-previous\" tabindex=\"-1\"><\/button><ul class=\"slider-paginator\"><\/ul><button class=\"slider-next\" aria-label=\"Slider-next\"><\/button><\/div><\/div><\/section>\n\n\n<section class=\"latest-insights layout-odd layout-one-card-only \"><div class=\"container\"><div class=\"insight-title\"><h2 class=\"latest-insight-title\"><\/h2><\/div><div class=\"layout-single-card\">\n                      <div class=\"row align-items-center w-lg-100\">\n                        <div 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cover;\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/picture>\n                                <\/div>\n                            <\/div>\n                            <div class=\"col-12 col-md-5 col-lg-7\"><\/div>\n                        <div class=\"col-12 col-md-7 col-lg-5\">\n                            <a href=\"https:\/\/www.capgemini.com\/gb-en\/insights\/research-library\/generative-ai-in-organisations\/\" aria-label=\"Generative ai in organisations\" class=\"card-link-holder\">\n                            <div class=\"insight-card insight-card-start\">\n                                <div class=\"card-tag\">Report<\/div>\n                                <h3 class=\"card-title\">Generative ai in organisations<\/h3>\n                                <div class=\"insight-card-footer\">\n                                    <img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/gb-en\/wp-content\/themes\/capgemini2025\/assets\/images\/capgemini-research-institute-white.svg\" alt=\"capgemini-research-institute\" class=\"light\">\n\t\t\t\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/gb-en\/wp-content\/themes\/capgemini2025\/assets\/images\/capgemini-research-institute-white.svg\" alt=\"capgemini-research-institute\" class=\"dark\">\n                                <\/div>\n                            <\/div>\n                            <\/a>\n                        <\/div>\n                     <\/div>\n                    <\/div><\/div><\/section>","protected":false},"excerpt":{"rendered":"<p>Senior data executives from top consumer products and retail brands share how data and AI are transforming their business at Big Data LDN London as part of the Capgemini- hosted panel discussion, in partnership with Women in Data\u00ae.<\/p>\n","protected":false},"author":502,"featured_media":637751,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"{\"uuid\":\"a51aacec-7dfb-4ec7-8ca8-67451b704437\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":true,\"isCrossLink\":false,\"hasCrossLink\":false}","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":false,"cg_dt_link_disabled":false,"_yoast_wpseo_primary_brand":"","_jetpack_memberships_contains_paid_content":false,"footnotes":"","featured_focal_points":""},"categories":[1],"tags":[],"brand":[],"service":[],"industry":[],"partners":[],"blog-topic":[638],"content-group":[],"class_list":["post-674200","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","blog-topic-cprd"],"yoast_head":"<!-- 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