For retailers, the era of the online marketplace brings previously unimaginable opportunity and risk: on one hand, the universe of customers has expanded exponentially, and with it the amount of information available on individuals’ buying patterns. The risk so far has fallen disproportionately on retailers who lack on online presence, as the e-commerce share of US retail nearly doubled in the past five years. New research to be published in the September 2017 issue of the Journal of Retailing shows that savvy offline retailers can use data gleaned from online retail to boost their own sales.