Abstract
In an environment which continues to grow in complexity, Information Systems are being increasingly relied on to provide Organizations with appropriate Knowledge Management tools. Using the complexity paradigm as an epistemological framework, a systemic approach is undertaken to build a valorization model of the Information flows circulating between the Information System, the Organization and their Environment.<br />Applied to the Retail Industry, this model seeks to transform Information drawn from Customer Loyalty programs into Customer Knowledge.<br />The model is supported by the results of case studies of the two main European retail brands. It has already become the basis for superseding a forty year-old business model in one of these brands.