Red Wing Shoe Company, the world's most respected brand of performance footwear for work and outdoor, has formed a relationship with Buxton, a customer analytics firm, to assist with the company's market expansion and analytics strategy.

"Aligning with Buxton provides Red Wing Shoe Company the ability to understand who our customers are, where large concentrations of our customers live and where we might expand in the future," said Jim Anderson, vice president of global business planning for Red Wing Shoe Company. "We now have access to household level segmentation which gives us the tools to refine our growth and business strategies."

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It was apparent after attending NRF's Big Show last week that customer analyticsis becoming more prominent as retailers begin to take a deeper look at their customers. A large number of the vendors in the exhibit hall were analytical companies and the reporters we spoke with asked a number of questions on how analytics were being used by retailers today.

Our president, Charles Wetzel, spoke with the editor of Chain Store Age during the show and discussed new approaches retailers are taking in today's marketplace.

View the Chain Store Age Interview