The One Thing About Big Data That Retailers Aren't Talking About Enough

We talk a lot about big data in the retail community. There's certainly enough of it being collected to merit a lot of talk: According to research by Wipro, 78 percent of retailers are collecting and storing location-based information on their shoppers, and 64 percent are gathering and studying data generated by social media. That's on top of the already voluminous amount of information that a point-of-sale system generates simply in the course of doing its job. Most of the time, when we talk about big data, we're talking about its potential uses.