Opinion: proper use of customer data key to multi-channel success

Internet Retailer: Brands acknowledge that multi-channel retailing is where the industry's future lies. But many are still struggling to build a true customer picture that identifies how customers shop in-store, on the Web and through other channels. Understanding and using this information collectively is essential to building customer loyalty. However, employing a disjointed view is not only true of the way retailers currently view their customer data, it is also reflects the way they operate their different outlets. 

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