Retail
December 14, 2018
Retail has faced disruption. Image credit: Neiman Marcus
By Sarah Jones
Despite the potential of leveraging consumer insights to guide merchandising decisions, many retailers are failing to effectively incorporate shopper data into their planning stages.
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","iv":"27d00b54d4f3a8ab28d73b8ff6a51397","s":"dfc65bf33e67a8bd"}
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