Retailers are moving from an imprecise view of customer behavior, in which they ask about preferences, to a real-time view in which they can track exactly what shoppers look for, what they buy, and even when they buy something.
PwC research found that 72% of companies plan to use advanced data analytics to boost the customer experience and build a more customer-focused supply chain. This customer-first strategy accounts for the success of companies across the retail spectrum.
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