In the past, retailers used mass media advertising and price promotions to all customers. Now, they are beginning to provide more value to their best customers using targeted promotions and services to increase their:

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Retailers aim to increase the "share of wallet," which refers to the amount of a customer's total spending that a company captures in its product category. By targeting promotions and services to their best customers, retailers can encourage these customers to spend more with them rather than with competitors.

In the Past, Retailers Used Mass Media Advertising and Price