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Abstract
The retail industry is an ever changing landscape.The retailers who have access to high-quality data, and know how to use it, are the ones that will deliver unprecedented value to their customers. Big data analytics can be used in retail to gain a powerful competitive advantage in this highly competitive environment. Big data analytics in retail enables companies to create customer recommendations based on their purchase history, resulting in personalized shopping experiences. These super-sized data sets also help with forecasting trends and making strategic decisions based on market analysis.With the pace at which technology is advancing these days, it is crucial for retailers to keep up to date in order to ascertain a competitive advantage. One way that they can gain this edge is by adopting big data analytics, seeking proactive methods of harnessing new data sources in innovative ways. This paper explores the different areas where retailers can apply big data analytics to increase customer engagement. It traces the opportunities ushered in by big data in retail and highlights the challenges faced by retailers in its application.