US general merchandise retailer Target Corporation is to work with consultancy Emnos on a multi-year project to understand its customers' requirements better and tailor products and services to meet their needs.

Kate Whittington, director of guest insights for Target, which operates 1740 stores in 49 states nationwide, said the programme will “improve our guest insight and segmentation capabilities.” This segmentation will help to drive business decisions.

Companies that have a better understanding of their customers’ needs gain a competitive advantage enabling them to win in the market, Emnos said. “This enriched customer understanding helps companies develop strategies for assortment, price or promotion policies and development of result-oriented tools and technologies to support decision making.”

The Target contract marks Emnos’ first significant win in the United States.