Data analytics takes advantage of the valuable data generated by consumers whenever they purchase items, be it offline or online. This data paints the customer profile, and with the frequent purchases happening in supermarkets, these businesses will be able to see patterns in shopping behaviour to which they can leverage on. Knowing what and where customers buy their products from, their spending behaviour and purchase habits, allows supermarkets to create well-targeted marketing promotions and offers that appeal directly towards what customers want. This draws them back to their stores for future purchases.