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Retailers today are flooded with data. They have started to use this data to pull customers to stores and drive sales . The power of big data, coupled with effective analytical systems, permits retailers to manage a host of issues.

Thus, big data are helping retailers and researchers understand customer behaviour in a better manner. Their emergence has led researchers to undertake field studies and experiments that provide clearer assessments of the causality between an exogenous or independent variable (e.g., promoted price, display location, assortment expansions, service responses) and a host of dependent variables, from increased store sales and profitability to brand switching. Retailers can rely on survey-based measures, such as purchase intentions or positive evaluations, to generate greater engagement, loyalty, and profits.

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