The customer now has the upper hand when it comes to retail and as a result it is imperative that retailers meet the needs of customers so a valuable relationship can be attained. In a recent survey, only 20% of 3,000 UK consumers believed retailers accurately anticipated their needs. By applying data to build a Single Customer View, a more personal experience can be provided by retailers, both small and large. This will build a stronger relationship between retailers and customers, which will be reflected in ROI.

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