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This paper explores the topic of big data and how this “ammunition” is quickly dividing retailers into “the haves” and the “have nots”. Today’s biggest retailers with vast resources can afford to invest in customer intelligence and shopper marketing, resulting in increased basket size, shopping visits and retention over time. But for everyone but the very large retailers, the state of affairs is very unsatisfactory. What does the future hold for independent retailers and wholesalers, and the brand manufacturers that are frustrated by their increasing dependence on the very largest retailers?          

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