In the present time, customers interact with retailers through several channels and multiple touchpoints. Massive datasets are available through these touchpoints that need accurate and robust analytics methods. This enables the retailers to cast a detailed persona of the customers and adapt to deliver exactly what they want.

Data science technologies help in analyzing customer behavior and derive information that is valuable in improving not only the customers' experience but the entire retail operation chain. By recognizing the customers' inclination you can identify sales trends to spot preferred products. This helps in devising profitable marketing and sales plans.

Customer behavior also helps in improving merchandise through up-sale and cross-sale. You can find the products that the customers mostly buy in groups. Being able to find correlated products, you can optimize merchandise, improve sales, and generate more revenue.

For the present retail businesses, the customer is the king. Businesses invest significantly to provide a personalized experience to the customers both in-store and online. Analytics provides a deeper view of customers' journey and behavior and lets you make more enticing offers and recommendations.