This article has been reviewed according to Science X's editorial process and policies. Editors have highlighted the following attributes while ensuring the content's credibility: A study of 500 Thai retailers has found that businesses with stronger big data analytics capabilities tend to be better at identifying market needs, innovating and executing effective marketing strategies. Moreover, large retailers report higher capability levels than smaller firms, according to research published in the International Journal of Services and Operations Management.
The research looked at how some 500 retailers turned customer, transaction and sales-channel data into practical business capabilities. The findings suggest that the adoption of digital technology is not sufficient to improve outcomes; companies need big data analytics capability to make the most of that technology. Indeed, the research shows that having the ability to process and interpret large volumes of information to make better decisions was closely tied to market orientation, customer needs and changing market conditions.
The team explains that its findings highlight the importance of integrating data analysis into everyday operations. This is particularly important as companies have to coordinate brick-and-mortar outlets with their online presence. Better integration, the team suggests, could help businesses adapt services and respond more consistently to changing demand.
The gap between large and smaller retailers, however, raises questions about unequal access to digital expertise, technology investment and managerial resources. Smaller and medium-sized enterprises (SMEs) perhaps need targeted support to develop the skills and organizational routines required to turn data into useful decisions. Supannika Supapon et al., Data-driven retail service operations: big data analytics capability, market orientation, innovation and marketing capabilities in Thailand's retail sector, International Journal of Services and Operations Management (2026).
DOI: 10.1504/ijsom.2026.156611 BA art history, MA material culture. Former museum editor, paramedic, and transplant coordinator. Editing for Science X since 2021.
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