“Today, an individualized customer experience isn’t a nice-to-have – it’s a must-have. People don’t want to be treated as just a number in a big group. They don’t want to be subjected to mass, impersonal marketing messages – especially when they’ve given away personal information. To remain competitive, retailers must meet these expectations. The message is to not abuse data – but to use it wisely.” Pat Bakey ( December 31, 2014 )