BENTONVILLE, Ark. — A point-of-decision commercial about how Tide's concentrated laundry detergent benefits the earth may not ignite trial by price-sensitive shoppers the way a spot promoting its “rolled back savings” would. Now, with its new Smart Network, Wal-Mart will determine which in-store messages resonate with shoppers, and then customize brand-specific content by store, screen, day and even time of day. It will gauge different messages' effectiveness against POS data. “The entire ...

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