PARSIPPANY, N.J. -- Estee Corp. here has significantly improved sales by using census scanner data to revamp its product mix and tailor category merchandising to individual stores. Estee used this data to rank products by sales performance, thus determining the best and worst sellers in each store. "The challenge for us was to reposition products that were not selling with products that were selling," said Andrew Wertheim, Estee's vice president of marketing. Sales conversion, first ...
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