GMA Study Flags Pitfalls of Customization Programs
WASHINGTON -- Half of current customization programs in the grocery industry fail to create net benefits for retailers and manufacturers, according to a study released this week at the Grocery Manufacturers Association Merchandising, Sales, and Marketing (MSM) conference in West Palm Beach, Fla. To fix this problem, product and service customization initiatives have to be more systematic, analytical, and collaborative, according to the study, which was conducted by Booz Allen Hamilton for GMA.