Retailers have been collecting consumer data for years from a variety of sources – from POS to loyalty programs, syndicated data, surveys and focus groups. This data has unfortunately been unavailable to the enterprise as a whole. Now, retailers see the collation of this information as a means to respond to rapid changes in consumer demand, improve the relationship between the products they sell and the consumers that buy them, improve the productivity of the merchandise they sell, make better choices in opening new stores, and provide consumer-relevant differentiation from their competitors.   A far higher percentage of Retail Winners has embraced the use of customer driven business intelligence to inform their assortment and space planning processes, while average and poor performers lag significantly in this usage of data.