This was the subject tackled by David Newberry, Chief Customer Officer from Attraqt, on Wednesday 25th September at London's Ecommerce Expo. "Recommendations, personalisation, tailored emails and web pages – these are all put place by forward thinking retailers to orchestrate shopping experiences that keep customers happy and loyal," Newberry told a packed conference session at Kensington Olympia. "At the heart of this must be the ability to deliver relevancy and to drive inspiration." Newberry (pictured left) revealed what typically makes up the'data framework for an exceptional shopping experience' – namely user profiles, a customer's purchase history, user behaviour and user preference. He said these data sets can be boosted with third party data covering, for example, geo-location and recent or expected weather.