The Right Data (Not More Data) for Nurturing Retail Customers

Key Takeaways:

Understand how collecting the right data (not more data) is essential to customer nurture. 

Gain some practical ideas to start gathering the right data and using it to connect more deeply with your retail customers. 

Many retailers collect a lot of data but don’t actually use most of it. (So, if you find yourself in that category, you’re not alone!)

Nurturing customers isn’t about gathering every possible data point. It’s about knowing which information helps you build a relationship over time. Think of it like bringing home a new puppy. You don’t just feed it everything in the pantry and hope it grows as it should. You pay attention to what it needs at each stage, create routines, and adjust as it learns and develops.

Customer nurturing works the same way. The goal isn’t more data—it’s the right data, collected with intention. That way, you can send relevant messages, build trust, and help customers grow into long-term, loyal buyers.

“Nurturing customers isn’t about gathering every possible data point. It’s about knowing which information helps you build a relationship over time.”

– Technology Therapy® Group

Start With the Question: “What Do I Want to Do with This Data?”

Before collecting any new data, it’s worth pausing. Ask yourself a simple question: What will this help me do?

If a data point won’t help you market more effectively or support segmentation and nurture campaigns, it may not be necessary. Data collection should be purposeful, not automatic.

Some of the most useful data points tend to be tied directly to customer behavior and intent. That might include where someone signed up for your email list (in-store, website, or social), what they’ve purchased before, which products or categories they browse, whether they’ve attended events or interacted with your store in person, or what forms or service requests they’ve submitted.

Each of these gives you insight into what a customer cares about, and how you might continue the relationship in a meaningful way.

Use Data to Segment Your Customers

Nurture campaigns are most effective when customers are grouped in ways that make sense. Segmentation doesn’t have to be complex to be powerful.

Simple segments can go a long way. Try starting with distinctions like new versus repeat customers, high-value versus occasional shoppers, customers interested in specific product categories, or in-store shoppers versus online shoppers.

Segmentation allows you to send fewer emails overall while making each one more relevant. Instead of blasting the same message to everyone, you can tailor content and promotions to what customers are already interested in. The result? Emails that feel more helpful and less intrusive.

“Don’t miss a nurture opportunity because you’re not tracking certain interactions. Think through where customers regularly engage with your business and ask yourself whether you’re capturing anything about those moments.”

– Technology Therapy® Group

Look for Missed Opportunities in the Data You’re Not Tracking

Often, nurture opportunities aren’t missed because of a lack of customers—but because certain interactions aren’t being tracked. It can be helpful to think through where customers regularly engage with your business and ask yourself whether you’re capturing anything about those moments. In many cases, one missing data point equals one missed chance to cultivate the relationship.

For example, imagine a supplement store where customers frequently purchase energy drinks or pre-workout products in the afternoon. If the store doesn’t track how often or when those products are purchased, it’s missing an opportunity to identify customers who rely on daily energy boosts. If that data were tracked, the store could share content or offers related to sustainable energy, sleep, or stress support.

Or consider a jewelry store that doesn’t track which customers bring in heirloom pieces for repair. Those customers often have an interest in estate or vintage jewelry. If that information were captured, they could receive estate-focused emails or invitations to a private Estate Show.

Use Google Analytics to Understand Customer Behavior

Not all valuable customer data lives inside your email platform. Google Analytics can provide important insight into how customers interact with your website—and that information can strengthen your nurture campaigns. (Bonus Tip: View your website and email data together to improve your nurture messages’ timeliness and relevance.)

Retailers can use Google Analytics to see where traffic is coming from, which pages or products receive the most engagement, and what content keeps customers interested longer. This kind of insight helps you refine messaging, create content customers truly care about, and improve follow-up campaigns after someone takes an action on your site (e.g., clicks, browses, or abandons a product).

Better Data Leads to Better Nurture Campaigns

When the data you collect is relevant, your messaging becomes relevant too. Relevant messaging builds trust. And trust leads to repeat customers. According to Sprout Social, 77% of consumers are more likely to engage with content that feels genuine and relatable.

The takeaway is simple: you don’t need to track everything. Just track the information that helps you understand your customers and continue the relationship thoughtfully with relevant nurture campaigns.

Moving from Data Collection to Customer Care

Nurturing retail customers starts with intentional data collection (and review). When you’re clear on what data you’re collecting—and what you might be missing—you’re better equipped to segment smarter, send better campaigns, and build stronger customer relationships over time.

Like raising a puppy, it’s not about doing everything at once. It’s about paying attention, adjusting as you go, and giving your customers what they need to grow with your business.