品类管理与消费者关系研究（英文版）.PPT31

Opportunities for manufactures and retailers permiting to :

Identify the customers of a Chain A, evaluating in which other channels of distribution and supermarket chains they also do their purchases

Know the buyers loyalty level of a Chain A, searching for possible categories or product portfolios mixed business opportunities

Quantify the “lost business” of Chain A: Who the real competitor is at the consumer moment of deciding to purchase? How much could be gained in sales, when a concrete marketing strategy is developed to recover the lost expense ?

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