NEW YORK CITY-With social media, smart phones and generally improving technology, there are more ways than ever for stores to reach the consumer. It also means that consumers have more choices than ever before as well, making competition a lot tougher and the shopper increasingly discerning about what they want to purchase.

"This business in the 30s and 40s and 50s was not that complex," said Cathy Green, president of the Food Lion chain of grocery stores. Green and others spoke here at the National Retail Federation's 100th annual national convention.

This complexity can help retailers learn more about the consumer than ever before, but consumers also have more choices than ever. "We need this 360 degree view of the customer," said Peter Sachse, CMO of Macy's. "It's a wonderful thing to say but very difficult to get done."