From Ahold to Sprouts, retailers are taking steps to further personalize their interactions with shoppers. In an interview with SN, Rebecca Kane, VP of customer marketing and digital, Ahold USA, described how the company is leveraging data to deliver a better in-store experience for shoppers using its Scan It! Mobile app, which rolled out in 2011 following the initial use of Motorola handheld scanning guns. “The evolution of Scan It! has been interesting,” she said. “Now ...

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