Not long ago, customers were satisfied with a shopping experience that simply gave them the item they wanted (provided they could find it), at the price they expected (provided there had been no recent price increases), and, perhaps, a friendly smile at the register (provided the store wasn’t too busy).
Times have changed in a big way, however, and consumers now demand communication and pricing that has been tailored to their personalized preferences and history with the brand, along with a loyalty program that makes them....