While headlines often focus on price wars, they miss the deeper issue. The real battle is about who controls the consumer relationship.
Loyalty cards, apps, personalised pricing, and data-driven promotions are no longer marketing tools; they are survival mechanisms. Retailers are racing to understand not just what consumers buy, but why, when, and under what emotional or financial conditions.
At the same time, consumers are increasingly aware of how their data is used. Trust and privacy have become competitive differentiators. Retailers that misuse data or appear careless with consumer information risk reputational damage that pricing alone cannot fix