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Retailers increasingly shift marketing messages and prices on the fly as they harness the...

Retailers increasingly shift marketing messages and prices on the fly as they harness the enormous amount of consumer data at their fingertips. According to analysis from the WSJ, The biggest factor in this subtle manner companies offer different versions of their online deals to customers is the proximity of a rival's store to the tracked location of an online shopper. Staples (SPLS), Rosetta Stone (RST), and Home Depot (HD) were a few of the firms identified as actively shifting their prices online based on consumer data.
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