Location analytics is allowing brick-and-mortar retailers to anonymously track shoppers over time and benefit from a better understanding of shopping patterns and needs. Retailer Alex and Ani used location analytics to reconfigure product placement and increase sales, and Belk uses the technology to test in-store assumptions without long-term time and technology investments. "At the end of the day, understanding customer behavior in stores and being able to take actions on it is a problem we're trying to solve," said Greg Yin, vice president of innovation at Belk.

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