_____ is an emerging trend that employs market data to best serve customers as they prepare to make a purchase

a. Retail channel omnification
b. Click-and-collect

c. Shopper marketing

d. Mass customization

ANSWER: c

Shopper marketing is an emerging trend that employs market data to best serve customers as they prepare to make a purchase. Shopper marketing focuses on understanding how a brand's target consumers behave as shoppers in different channels and formats.