The value of cross-channel marketing implies knowing your customers without conditions; demystify who each and every customer is by telling their stories. And every customer has a story about their in-store engagement, and a different story based on their website and mobile app interactions. They also have a story at the retailer’s brand level. The stories are ones of high engagement and attrition risk. The stories are about frequent purchasers with high product return rates. The stories are of customers who are high cost and low margin. It’s about relevance and an enhanced overall shopper experience… not for a single transaction, but for a lifetime of them.

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