Software firm Oracle has launched a business intelligence tool that helps retailers better understand their customers and what drives their buying decisions.

Oracle Retail Customer Analytics provides the segmentation, demographic, product affinity and promotion information that category managers, merchandise managers, buying and pricing analysts need to make more informed decisions.

The system helps retailers understand how their products are selling across demographic groups, the most valuable customer segments, how promotions are performing, and their top product affinities.

It complements the Oracle Retail Merchandising Analytics tool, which provides visibility to item and store performance, inventory turn, sales and profit trends and potential out of stocks.

The new software "gives merchants, category managers and pricing analysts the tools to analyse who's buying what and when," said Oracle Retail SVP and general manager Mike Webster.