Retailers selling fast-moving consumer goods must continually search for ways to differentiate their banners in a crowded marketplace. While price is certainly a critical element in defining the retailer’s competitive position, price alone will not build a loyal consumer base. Price transparency, driven largely by digitally-savvy millennials, is forcing retailers to re-evaluate their shopper-value equation. Willard Bishop helps retailers develop and refine their competitive stance by analyzing its proprietary shopper database, which includes more than 2 billion transactions and 60 million households. Willard Bishop then extracts actionable insights to help retailers optimize assortment, develop integrated pricing and promotion strategies, and implement in-store and out-of-store programs that actualize the retailer’s brand, and communicate the desired shopper-value equation to targeted consumers.