Individual consumers react in different ways to: •Offers •Special promotions •The product range itself They may also react differently in different channels. Consumers are also becoming more demanding. With the internet, they are both better informed and have immediate access to both your offer and to your competitors’ offers. This reality raises a challenge to retailers: How can you identify customers as individuals and address them at the right time and in the right way? How do you ensure that you approach them with the right offer, one that will encourage them to buy— profitably—and sustain their loyalty? How can you do so in a cost-effective manner?
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