Wearables will soon be able to collect and feed numerous ‘super data’ back to retailers – data such as a user’s in-store shopping frequency, their basket size, value per item, length of stay and common dwell times – meaning that online advertising placements and scheduling can become more acutely defined.

Brands such as Adidas, Nike, Levi’s and UnderArmour are adopting artificial intelligence in everything from customised running shoes to chatbots helping customers choose jeans. Market intelligence company International Data Corporation found that by 2019, at least 40% of retailers will have developed a new customer experience using an artificial intelligence (AI) platform.