Online retailers have one major advantage compared to brick and mortar stores: they have data about their customers that supports data-driven planning and decision making. But this is about to change. MiNODES has developed an intelligent analytics tool that provides detailed insights into in-store consumer behaviour, enabled through the Wi-Fi signals of shoppers’ smartphones. Online retailers have built their success on advanced consumer data. E-commerce giant Amazon for example determines consumers’ preferences by utilising smart algorithms that analyse what they have previously bought or recently looked at. Personalised offers such as the ‘recommended for you’ sections make shopping far more personal and incentivise customers to explore and purchase.