Susan Reda, editor of STORES Magazine, takes an in-depth look at Amazon Prime Day. How did it truly perform? How does it change retailers' strategy in the year ahead? And what can retailers do right now to employ these learnings for the holiday season?

Susan spent time talking with our Vice President of Global Marketing, Sarah Engel, about what Amazon Prime Day means to the retail landscape.  A few excerpts:

"Prime Day was a "wake-up call" on multiple fronts, says Sarah Engel, senior vice president of global marketing at retail prescriptive analytics company DynamicAction. "Retailers need to be asking themselves what their customers care about and thinking about how to create a promotion that is tailored to them. It's time to harness the insight of the data they've been amassing."

Do's and Don'ts

Using data to compete more effectively with Amazon is imperative - and daunting. "Amazon built that sandbox, they've been playing in it, and other retailers are just trying to get their toes in the sand," Engel says. "But this is where the opportunity lies ahead for other retailers.""

Read the full article from NRF's STORES magazine here and learn about the shifts retailers should make now to succeed during the holiday season.