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The same report in Retail Dive had this to say: While brick-and-mortar retailers use some of the same metrics when stocking their own stores, they simply don’t have access to the massive amount of data points Amazon gets from visits to Amazon.com and e-book downloads to its Kindle devices. The myth that the retail store is dead is terribly flawed because consumers like experiences,” [U. S. retail and consumer sector leader with PricewaterhouseCoopers Steve] The wealth of data points Amazon has accumulated over the years are so rich with consumer purchasing habits and preferences that they feel they can open brick-and-mortar locations and perform just as well if not better than their online counterpart. And with sometime coming before Amazon opens more stores, now is a perfect opportunity to take a page out of the e-commerce giant’s playbook and consider a retail analytics solution.