Retailers can create a better customer journey by understanding their customers' needs and using technology to provide personalized experiences. This requires creating a single holistic view of the customer journey, breaking down data silos, keeping data clean and compliant, and turning customer data into intelligent engagement. Retailers should prioritize the customer's experience, go beyond just personalized advertisements, think about personalization after the sale, and deliver a next-level personalized experience that differentiates their brand. By doing so, retailers can improve customer acquisition costs, increase top-line sales, and protect profits, as seen in successful case studies such as Bonobos and Marks & Spencer who have used Twilio to enhance their customer experiences and achieve significant results.