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Published in:
2017 | OriginalPaper | Chapter
4. Confront the New Path to Purchase
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Abstract
In 2016, using the Content Analytics platform, bricks-to-clicks supplier Mattel had their single best year ever on Walmart.com. They increased their shipments to Walmart.com 39 percent year over year. That was more than five times better than the industry average of 7 percent predicted by research firm NPD. As Mattel put it, “We’ve never seen numbers like this before.”