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"Attention Shoppers: Building Opportunity Based on Customer Behavior Data”
Mass retailers face the challenge of converting general shoppers to book buyers. In this presentation, Tara Catogge, an executive at the leading supplier of books to mass merchants, delivers a data-rich examination of category trends and provide examples of how data-based marketing tools can be used to attract consumers at point-of-sale. Tara also enumerates some of the challenges suppliers and retailers face together as they embrace a culture of collaborative, data-driven decision making.