The paper explain the use of customer panels by retailers for primary data systematic collection in order to support the marketing decision process. The aim is to analyze corporate, point of sale and category panels contribution to the generation of knowledge elements related to the competitive...

This work is concerned with the proposal of a segmentation approach to the retail company customer base founded on behavioural variables collected via loyalty cards. Based on two company databases, for a total of 278.000 individual customer profiles, the resulting analyses and Map are limited in...