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Seamless commerce? It’s the need for retailers to take an end to end view of their operation so they can deepen their understanding of customer demands, especially in terms of what, when, where, how and why they buy. For this to flourish, it is imperative for retailers to invest and monitor digital interventions. Right and relevant investments helps in bringing newer ways of connecting, improving customer engagements with brands, which also allows the brand to understand customers preferences.