Data-driven decision-making has entered a new era in which the best retailers are defined by special skill.

To achieve peak sales performance and generate alternative revenue streams, smart retailers are using AI to quickly gain clarity on category performance and share data with suppliers to co-create value for shoppers. Rachael Hadaway, SVP of CPG Solutions with SymphonyAI Retail CPG, explains how and what happens when retailers bring shopper data into the assortment process.