Nikolova, Hristina; Inman, J. Jeffrey; Maurer, Jim; … - In: Shopper marketing and the role of in-store marketing, (pp. 75-102). 2014
In the age of “big data,” one of the most important capabilities that differentiates the winners from the losers in the intensely competitive grocery market is how successfully a firm can harness its vast amounts of shopper data to become more shopper-centric. Grocery retailers struggle with...