How to use Machine Learning to Sell Better – ELEKS – Medium

As the shopping experience becomes more and more integrated, retailers tend to adopt an omnichannel sales approach. This means that a customer may seamlessly switch across the multitude of sales channels, shopping online from a desktop or mobile device, by telephone or in a bricks and mortar stores. Not only does this allow customers to get the best out of their shopping, but it also provides retailers with an enormous amount of data generated by customers. This digital trail left by customer's interactions with the retailer, both online and offline, provides marketers exabytes of data. Bluetooth beacons in-stores drove $4 billion in sales in 2015 alone.