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IN-STORE IMPLEMENTATION: Current Status and Future Solutions
James Tenser, VSN Strategies
At-retail performance of Category Management, shelf management, promotion, and Shopper Marketing is limited by entrenched business behaviors in ways that cry out for change. Analytic capabilities and insights are advancing rapidly. Post-ECR progress in supply chain efficiency has been very significant in the past 15 years, driving billions of dollars worth of inventory from the pipeline. Yet gaps in the retail implementation of merchandise plans, promotions and the new shopper media continue to limit consumer product industry success.
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