In the highly competitive grocery industry, brands look for ways to stand out from the crowd and bring more value to consumers, especially in ways that do not always focus on discounts. As a result, the pursuit of personalization has become a pivotal strategy; however, this can be challenging for marketers as the definition of personalization can vary significantly from brand to brand and consumer to consumer.
To better understand the dimensions of personalization that are driving in-store traffic, increased basket sizes, and....