It's a Unique Technique As technology advances, people use cameras and tracking devices in stores to monitor customers' shopping behavior. Retailers apply every detail they get from anthropologists to convince people to buy their products. Some people argue that consumer surveillance by retail anthropologists is manipulative and unethical. However, the statement is not entirely true. Many retailers use data obtained from anthropologists and apply it to their store to create extraordinary experiences for their customers, encourage them to revisit, and ultimately improve business performance. Anthropologists study customer shopping behavior to put together a model of how people shop and, from that, organize items. Additionally, retailers can send advertisements and coupons to their customer base on the information they need to keep their customers coming back. It's really easy for retail to solidify the relationship with its customers by knowing what their needs and wants are. Importantly, it's about making people feel comfortable that they like the place and are likely to come back. According to the book “Why We Buy the Science of Shopping,” written by Paco Underhill, people don't like to be brushed or touched from behind. They will even turn away from the merchandise they are interested in to avoid it. Sales of a tie rack fell short of expectations; it was because of the brushing factor. After moving the rack; sales increased rapidly and substantially (fbdfjbsjfbsj). This implies that retailers always look for the case to satisfy the interest of customers. Not only that, they could also use the data to send the deal to the customer base based on their interest. As a result, the customer is very likely to return to the store he already knows. In extension, retailers can also send gift vouchers, reward cards to customers rewarding them for their loyalty to the store. Some people think that he is manipulating people into buying goods, but that is not true. The customer must always choose whether to purchase or not. Nobody forces them to buy anything. Often people came. The data showed customer interest; retailers can serve their customers more effectively when they know what their customers want. The product will attract customers' attention because they will know exactly where to put it. This leads to more product sales and generating more money. According to the video "How Stores Track Your Shopping Behavior", from studying men's shopping habits, they know how to attract men's attention to their products. They tweak it a bit and get a really interesting result: “85% increase in product touch, 44% increase in sales, and 38% increase in dollar sales”; these are numbers that are increasing enormously. That number shows the study's impact on business performance. It is the result of understanding the needs and desires of your customers. The ultimate goal is to increase product sales. They have to depend on the customer to achieve this. Making the customer feel comfortable and encouraging them to purchase more goods is a process towards this goal