In a progressively customer centric world it is essential that customer strategies are aligned with category management and merchandising strategies. The implementation of a customer centric strategy requires accurate information and analysis of existing and past customer’s behavior. Transaction data enables customers to be segmented in terms of lifetime value and profitability and strategies developed to recognize that loyalty. RE 2.0 allows for the identification and definition of customer profiles, important not only for marketing to existing customer segments but also so that new customers are integrated into the most appropriate segment. This enables the most effective marketing strategies to be applied.