The Data Wars, Franchisee Style
Written by Todd L. MichaudAugust 18th, 2009
"I’m taking your data and it’s going to cost you." That is what many franchisees hear when talking to their retail chain about accessing store data. That 10-word phrase is one of the major misunderstandings between franchisees and franchisors.
Retailers tend to get so caught up in their global rollout plans and product strategy that they often forget to look at things from the store owner's perspective. That phrase is what many franchisees hear when talking to their chain hierarchy about all the great things that the brand wants to do with detailed data from the store. “By analyzing the data that we collect from these various sources, we will be able drive sales far more effectively.” But, similar to other grand plans they have been sold in the past, franchisees are skeptical that that yellow brick road is so easy to follow.
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Our Comment SPAM system is getting very aggressive these days and has been blocking legitimate comments. If you post a comment and don't see it appear within 2 hours or so, can you please send a heads-up to customer-service@storefrontbacktalk.com? Ideally, please include the time you posted the comment. That will allow us to try and hunt for it. Thanks! P.S. We're working on fixing the system, but we don't want to lose any valuable comments in the meantime.
-Christine
August 25th, 2009 at 10:21 pm
Todd, this a very interesting article. A couple years ago, at the AAFD, I gave a talk about how to gain competitive information using the data from the POS.
A number of Independent Franchisee organizations were interested in the idea, but I am afraid the most of their members could only focus on the cost of the new POS.