The article suggests ways in which both the customer and the retailer can benefit from IoT and other technologies. Write two paragraphs, one focussing on the customer and the other on the retailer, to summarise what benefits the article thinks that IoT technology will have for each of these groups of people. In each case include a brief discussion of the kinds of data that is exchanged and how it can be analysed to provide useful information for each of these stakeholders.