As the retail landscape in both the digital and physical worlds change, the goal of business owners is to increasingly improve services for their customers. Data and analytics have become more and more important. Sometimes the numbers can be overwhelming, but we continue to ask for more. The key to improving any business is to benchmark and then continuously improve. This means that you need to set goals, do things that relate directly to your goals and then work hard to improve the numbers. A good way to think about achieving your goal, whether in a bricks and mortar store or online is - pick a number and move it in a positive direction.