Tesco could compare this data with ‘external market research’ as well as internal profiles that would indicate potential take‑up of the product. The outcome may be a list of customers whom the...

Tesco could compare this data with ‘external market research’ as well as internal profiles that would indicate potential take‑up of the product. The outcome may be a list of customers whom the analysis has identified as seeming to be under-╉ purchasing milk compared with a (researched) expected volume. Interestingly, Tesco has learned that it is far easier to move a top shopper to higher levels of spending than it is to get a non-╉ shopper into the store.