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"In today’s retail environment you need to be available to every customer however they want to shop. You have to make options like Buy Online, Pickup In Store available and let the customer choose. So we pull in our Retail Pro data from the stores and our e-commerce data, our customer data, our transaction history. We tie it all together in a giant database and then access that to segment customers when we send marketing emails."

Eric Bergstrom | Burton Snowboards

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