China’s e-commerce and logistics industry is among the most highly developed in the world, brick-and-mortar stores are still the first choice for many Chinese customers. While data from National Statistic Bureau show that the country’s annual online sales soared 33.3% in 2015, that figure represents a paltry 10.8 percent of overall retail sales.

These shoppers represent a wealth of consumer data that until now has gone largely unmapped.

Unlike e-commerce where retailers can access to a slew of tools to analyze and predict customer appetites, offline stores have really limited data guidance to optimize their services.

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Emma Lee

Emma Lee is Shanghai-based tech writer, covering startups and tech happenings in China and Asia in general. We are looking for stories related to tech and China. Reach her at lixin@technode.com.