Mike Provance CEO of 3X3 says retailers need to use digital tools to retain one of their strongest assets, the magic of discovery. 3x3 in a joint venture between several multi-generational alcohol industry veterans and Loeb Enterprises is a digital marketing company. It uses a multi pronged approach to follow customer preferences by incorporating point of sale receipts generated at its exclusive network of 1500 plus stores in 37 states, tracking consumers' interest on social media and analyzing inventory mix, pricing, basket adjacencies, and customer loyalty. Through all this information, 3X3 is better able to understand the preferences and processes behind purchases so retailers/brands can identify and act on emerging trends using digital tools.