“The path to purchase has become nonlinear and complex,” says Brent Shroyer, vice president of product marketing at Listrak, a multichannel campaign management platform. “Amazon has set a new and incredibly high bar for logistics, selection and customer service. All retailers are now being judged at this level of service.”

Retailers looking to satisfy shoppers should focus on integrating, synthesizing and unifying customer data—offline and online—to understand, react and engage with consumers at an individual level, he says. “Marketers know they need…

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