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Consumer shopping experiences have become increasingly important as competition has risen. Micromarketing techniques can be used to improve different aspects of the shopper journey, such as tailoring product placement and promotions based on customer data. Understanding the various stages a customer goes through in making a purchase decision allows companies to influence choices at each stage of the journey.
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- 1. BURNING TOPICS Importance of Shopper Experience Micromarketing Consumer Decision Journey Source: Harvard Business Review 2012, BCG Perspectives 2012, McKinsey Quarterly 2009