Here's how big data helps H&M better engage with shoppers

Do you think Nikita from New York and Melissa from Memphis would buy the same kind of clothes or be attracted to the same top? It's hard to argue that they will. Yet, H&M and hundreds of other retailers choose to bring the same "new" product line and replicate the same store format, in all outlets across the country. However, if the Wall Street Journal's reports are to be believed, H&M has learned to question this practice. Instead, the retailer will use big data and artificial intelligence (AI) to radically transform how it manages stores in each location to better engage with and entice shoppers.