The constant drive for improved economic efficiency in retail and eCommerce has led many businesses to prioritise exploitation over exploration, resulting in echo chambers and biassed data sources that hinder optimal outcomes. However, it's important to note that achieving a balance between exploration and exploitation is crucial for long-term success in eCommerce. Businesses must continuously adapt to changing market conditions and reinvigorate their customer experience while maintaining a steady revenue stream. Employing non-critical data sources, creativity and exploration can help companies shift the focus back to the customer experience, which is the primary asset and key differentiator of the retail industry, rather than merely the transaction.

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