What is the role of Analytics in Business operating through Bricks and Motor Business model?

Writing this article nervously as this is my first article in the LinkedIn platform. “Analytics” is the “Buzzword” going around the world and everyone is interested in developing their business with the help of analytics. Profoundly e-tailers are getting benefited more with analytics as they are able to track every movement of the customer cursor on their website. Every single detail is recorded and analysed, and they are literally following their customers by providing personalized advertisements in customer's social media account, and by sending e-mails about products visited by customers. Now, when talking about businesses which are mainly operated by B&M business model, how far are they using analytics to improve their business?

Obviously, they provide the customers with in-store experience of shopping, but what are they doing to convert a store visitor to a customer is what needed to be analysed. I personally feel they need to concentrate and improve the touch points of their business to use the power of analytics when the customer is just in front of them.

I conclude this article with opening a discussion and feedback about the same.

Thank you.