Crucial importance of customer/demand data : Technology introduction at the retail field has been taking place for many years. Retailers are able to capture much more data about customers and demand than before. This is important in itself, but the use of these data ________ the organization is crucial. Seven-Eleven Japan Co Ltd used technology to restructure understanding of consumers, capture demand, place orders, distribute products to stores several times daily, enhance the retail offer by service provision, electronically pay bills and re-structure risk. They further developed and transformed the Southland Corporation in the United States, and finally transformed the business.