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CONTENT CENTRAL is the place where you can always find clear, commercial-free perspectives on how digital technology is impacting the shopping experience. 

Blog

WHAT WE'RE THINKING

Personalized Supply Chains: The next generation of shopper marketing

July 28, 2014 by Bill Bishop

Personalized supply chainsWhile many retailers are focused on delivering personalized promotions and products as a way to break through the clutter, shoppers have been quietly using the growing range of options to create what we call personalized supply chains. Heads up folks, this could be the next generation of shopper marketing. Business that used to go to traditional retail is being unbundled, and shoppers are shifting portions of their spending to channels (and retailers) where they can get their highly individualized needs met.

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The Lookout

WHAT WE'RE SEEING

Driving retail growth in a flat economy

Generating growth in today’s flat economy is one of the problems that keep retailers up at night these days. Taking share from the competition is always expensive and frequently unprofitable, so where else can they turn? Consider disruptive innovation. Here’s one example.

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Papers

WHAT WE'RE STUDYING
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