Septembe accessed September 6, 2015). Discussion Questions seeking-next-big-trend 1. What is the benefit of the Scan It! data to Stop & Shop? What are some of the questions the com- pany could answer about its customers? 2. How would you assess the level of capabilities of Stop & Shop's use of analytics? What might the company do differently with the data to gain more value? 3. What is the benefit of Scan It! for the customers? What concerns might shoppers have about their privacy? How would you advise Stop & Shop management to respond to these concerns?