Customer Relationship Management (CRM) in the retail industry has reached a new level of complexity. Take loyalty data, for example. It only gives you one piece of the puzzle. It tells you what customers are buying from you and, maybe, what they’ll buy again. That’s simply not enough to gain trust and improve basket sizes and customer “stickiness” to your brand.

The ‘Let’s Get Personal’ Viewpoint covers the five key factors marketing professionals should consider when evaluating their existing CRM capabilities or new personalized marketing solutions.