The current goal of retailers, following a period when branding predominated, is to maximize the ROI of marketing initiatives to release the stock that has accumulated over the months of inactivity and to inform a consumer base that has developed new buying habits about the new launches. According to Shamayun Miah, Data science applications in e-commerce within the retail industry have a long history of attempting to improve online shop efficiency, automate procedures, and improve the user experience to optimize sales. This is because the online environment is now strategically significant.
https://medium.com/@shamayunmiah/retail-marketing-and-online-strategies-with-data-science-2fa312aefda6