LOS ANGELES — Kroger Co. did not begin making full use of its shopper data until it required category managers to utilize buying information from the chain's loyalty cards into their calculation of metrics, John Rand, director of retail insights for Kantar Retail, said here Wednesday at Kantar's mid-year forum. "Tesco is the gold standard for using that data, but Kroger muddled around with the data for three years," Rand said. "Until then the buyers didn't know how to use the information, ...
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