Combining BI Technologies with Microgeomatics at a Clothing Retailer

Forecasting customer demand and understanding clients´ expectations are especially acute strategic priorities for clothing retailers. As consumer-centric merchandising and geomerchandizing seem to be converging to address such issues, our research investigates the relevance of supporting managerial decision making by combining decision support systems with microgeomatics. This article offers novel and promising results, and statistical validation, of our assumptions: RTLS (Real-Time Location Systems) combined with data query and report tools, multidimensional data analysis and data mining tools improve strategic decision making and reveal information previously not accessible to managers in a turbulent and saturated retail market.