With online-to-offline service platforms such as DoorDash experiencing rapid growth, consumers reap the convenience of the digital age while retailers get to collect a raft of data on their spending patterns. According to a paper co-written by a University of Illinois expert who studies operations management, access to consumer data from online-to-offline service platforms affords retailers a distinct opportunity to develop uniquely tailored promotional strategies that can increase sales.
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Source: Phys.org