Brand Loyalty Gets Personal with IRI
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“We’re seeing personalization in marketing communications accelerating at a very rapid pace in the FMCG industry, and it’s all being driven by technology,” says Robert I. Tomei, IRI’s president, consumer and shopper marketing. “Personalization is increasingly important to drive CPG retailer and manufacturer growth. This is critically important for retailers because many of them have shopper data sets they can leverage to increase trips, increase basket....

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