Retailers understand that a positive customer experience begins with effective and efficient communication. This can be accomplished by having regular conversations with customers about content that’s of interest to them. For example, this could include offers and special information about product lines the customer is interested in, or relaying product recall information to them when necessary. However, retailers are continuously challenged in obtaining accurate and up-to-date customer data, which is the first crucial step in providing an optimal customer experience. The current retail landscape has made this already difficult task even more challenging — and important — for retailers. Shopping behavior has been gradually shifting online for years, but the COVID-19 pandemic has accelerated this transition to e-commerce. The circumstances surrounding the COVID-19 pandemic have given e-commerce merchants the opportunity to acquire new customers — e.g., those shopping online for the first time, including older demographics. Therefore, retailers must be prepared to capture their share of this surge in online shoppers, and they can do so by creating an excellent customer experience.