From the big data boom to the science of trend forecasting, the newest retail developments are less overwhelming—and more accessible—than you might thinkThe Information SocietyHarnessing big data to make small decisions in retail has never been so popular—or effectiveRetailers have always used consumer information to find out what customers want, and how to best market products and services to them. But consumer data didn’t get truly big until smartphones and social networks became go-to communication tools for the majority of humans on earth.Currently, more than 6 billion people use mobile devices. And every one of them routinely keys in reams of information on websites, apps, and social networks. This huge, swirling mass of information, when analyzed intelligently, can provide broad-stroke insight into human behavior—shedding light on everything from shifting traffic patterns