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Every customer touchpoint is a data point, and data decays at an alarming rate. Data quality- The Key Differentiator in Retail Business can significantly increase their retail value. When a retailer develops business strategies based on insights derived from extracted data without first ensuring the data's quality, he risks creating ineffective business models. Measuring and maintaining data quality on a regular basis is a win-win for both shoppers and retailers. When brands provide a personalized shopping experience to their customers, 80 percent of them are more likely to purchase a product.