The executive vice president of Hudson's Bay Company in Canada (a major retail chain)said in an interview,"We have to be able to offer customers what they want and when they want it.We need better insight into their spending--we have gaps in knowledge of how customers spend." _____ interactions would provide the retail chain the best opportunity for learning about its customers.

Question

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Point-of-sale interactions would provide real-time data on what customers are buying, how much they are spending, and when they are shopping. Relationship-based interactions may provide some insight, but they may not be representative of the entire customer base. Retail-centric and sales-oriented interactions are too focused on the retailer's perspective, while technology-centric interactions may provide data, but not necessarily insights into spending behavior.

The Executive Vice President of Hudson's Bay Company in Canada