The platform, called Friction/Reward Indexing™ (FRi™), integrates AI and ML to provide insights into shopper preference, behaviors, and likelihood to buy. By analyzing thousands of unbiased data points, Uncrowd helps retailers reduce friction, increase reward, optimize budgets, and ultimately increase market share. The platform also provides retailers with insights into their competitors' CX performance, allowing them to make data-driven decisions to improve their own relative attractiveness. With FRi™, retailers can unlock at least $1m additional operating profit and gain a competitive edge in the retail industry.