Retailers today operate in an era defined by data. From online customer behaviour to supply chain performance, the sheer volume of information available is unprecedented. Yet, for all its potential, this abundance of data often creates as many challenges as it does opportunities. Inconsistent, fragmented, or untrustworthy data can mislead decision-makers, undermining strategy and performance.
Fabio De Bernardi, VP of business development at Adverity, has spent his career helping businesses navigate the complexities of data. In our conversation, he shares his insights into why clean, actionable data is critical for modern retailers, the common pitfalls they face, and how organisations can transform their approach.
The state of retail data: drowning in information
“Retailers have been working with data for a long time,” Fabio begins, “but much of it has traditionally been focused on supply chain management, warehouse operations, or pricing. The use of marketing data – audience insights, customer behaviours, campaign analytics – is relatively new for many.”
Fabio believes this shift has left many retailers playing catch-up. “Retail media, for example, is an area of incredible potential. But it’s also a prime example of how messy data can create confusion. If retailers can’t structure and interpret the second-party data they’re generating, they’ll struggle to build the kind of media ecosystems that drive value.”
At the heart of the problem is a lack of the right skills and strategies. “Retailers are often overwhelmed by the volume of data they’re handling,” Fabio explains. “They don’t always have the expertise needed to identify what’s useful and how to leverage it effectively.”
Messy data, messy decisions
One of the biggest challenges retailers face is messy, unstructured data. Fabio paints a vivid picture of what this looks like in practice. “Imagine customer data coming in from multiple sources—online transactions, in-store purchases, loyalty programmes, returns, and even social media interactions. Each source might record information differently, creating silos that don’t talk to one another.”
The consequences of this chaos are far-reaching. “Inconsistent data can lead to disastrous decisions,” he says. “Take marketing campaigns, for example. If your data is out of sync – say, showing product availability in a region where stock is low—you’re not just wasting your ad spend; you’re damaging customer trust.”
This disconnect isn’t limited to retail. Fabio sees similar struggles across industries, but he believes the stakes are particularly high for retailers. “For many businesses, becoming data-driven isn’t just a competitive advantage; it’s a matter of survival. The high street is shrinking, e-commerce is booming, and customers are more demanding than ever. If you’re not making informed decisions in real-time, you risk becoming irrelevant.”
Why clean data matters more than ever
So, what does “clean data” mean, and why is it so important? Fabio breaks it down: “Clean data is accurate, consistent, and ready to be used. It’s about having a single version of the truth that everyone in the organisation can rely on.”
For retailers, clean data enables better decision-making across the board. “Whether it’s targeting the right customers, optimising inventory, or measuring campaign success, clean data ensures that decisions are based on reality, not guesswork,” Fabio explains.
But it’s not just about accuracy. Fabio emphasises the importance of timeliness. “In retail, speed is everything. Data has to be not only correct but also up-to-date. If your insights are even a day late, you could miss out on opportunities or make decisions that are no longer relevant.”
Building a data-driven culture
Becoming data-driven isn’t just about technology; it requires a fundamental cultural shift within organisations. Fabio believes this transformation needs to happen at all levels.
“Some of the biggest obstacles come from within,” he says. “You might have senior leaders who see data as a ‘nice-to-have’ rather than a necessity, or teams that are too siloed to share insights effectively. To change this, you need buy-in from the top but also grassroots efforts to push for better practices.”
Fabio encourages individuals to take the initiative. “If you’re someone who values data and sees its potential, don’t wait for leadership to mandate change. Be the person in your organisation who advocates for better data practices. The personal benefits are huge—you’ll perform better in your role, gain recognition, and help move the company forward.”
From chaos to clarity: the journey to clean data
For businesses looking to improve their data practices, Fabio suggests starting with a clear understanding of what data is needed and where it exists.
“Step one is mapping out the data landscape,” he advises. “Identify the sources you need – whether that’s marketing platforms, sales data, or customer feedback – and work out who owns this information within your organisation. Without this groundwork, you’ll struggle to achieve anything meaningful.”
Technology plays a crucial role in maintaining data quality, but Fabio stresses that it’s not a magic bullet. “You need the right systems in place, but technology is only as good as the rules you set. Companies need to define what good data looks like for them and implement tools that can monitor and flag issues automatically.”
The dangers of bad data
One of Fabio’s most striking insights is about the risks of relying on bad data. “It’s better to have no data at all than to have bad data,” he says. “When you’re working with incorrect or incomplete information, you’re not making informed decisions—you’re gambling. And the stakes are high.”
He recalls a recent presentation where he mapped out the relationship between data quality and business risk. “When you have clean data, you maximise the value it brings while minimising risk. But if your data is unreliable, you’re in the worst possible position—thinking you’re data-driven but actually making random, uninformed decisions.”
The future of data in retail
Looking ahead, Fabio sees clean data as the foundation for even more advanced capabilities. “AI and machine learning are becoming central to retail, but they’re only as good as the data they’re fed,” he explains. “The next challenge is scaling data operations while maintaining trust and accessibility.”
He also highlights the growing importance of data democratization—making data accessible to the right people at the right time. “It’s about giving every department, from marketing to supply chain, the insights they need to act quickly and effectively.”
For Fabio, the stakes couldn’t be higher. “Retailers who fail to invest in their data will find themselves outpaced by competitors who are faster, smarter, and more agile. The future belongs to businesses that treat data as their most valuable asset.”
Get in touch
Retail success in the data era requires more than just collecting information – it demands a commitment to quality, integration, and action. As Fabio puts it: “Clean data isn’t just a technical requirement; it’s the lifeblood of a modern retailer. Without it, you’re flying blind.”
For those looking to take the next step, Fabio offers simple yet powerful advice: start small, think strategically, and build a culture that values data at every level.
Want to clean up your data and unlock smarter, more impactful insights? Learn more about Adverity’s solutions and how they can help your business thrive by clicking here.
Click here to sign up to Retail Gazette‘s free daily email newsletter
