Recency and relevancy collide as retailers are closing the loop between the shopper information that they gather with each swipe of a loyalty card and the new digital touchpoints that consumers have adapted, such as online shopping or digital coupon clipping during the pandemic. For most of the CPG world and beyond, this system means a much smarter, deterministic method to drive sales and get customer, product and competitive insights on a macro-and-micro distribution level. The fact that it is founded on permission-based first party data in a world where collection and usage of data is now on shaky ground ensures that this is exactly the type of data which is likely to survive and thrive past the current privacy turmoil.
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