If you want to create a streamlined, consistent journey, you need to understand your customers. With the right tools, you can create and maintain a specific profile for each individual and recognize shoppers as soon as they log onto your website or enter your store. Customer centricity is about capturing smart data, not big data. It’s about gaining a 360° view of each customer and developing a consolidated, integrated platform for global marketing campaigns. This knowledge can be used to customize promotions, rewards and other customer experiences.