Inc. agency. It would be useful to use it in the purchasing department. If the purchasing department could see what is selling quickly and consistently, they would know that that item needs to be created and that more and more money needs to go into creating that item. As a result, designers/creators would know to create more of that item or create new items similar to that one to give shoppers more options. The advertising part of the company can also benefit from this software application. If they can access real-time sales patterns, they might know what to advertise in a TV commercial or in the mass emails they send to loyal customers. Another department of the company that can influence this software application is the customer service department. If the app shows real-time sales patterns in a certain location and it appears to be falling apart, managers may find that the store lacks adequate customer service and that's why shoppers aren't coming to the store. In a Harvard Business Review article, the authors wrote about the use of real-time sales models and stated that "Using increasingly granular data, from detailed demographic and psychographic data to consumer clickstreams across the web, companies are starting to create highly personalized offerings that drive consumers to the “right” merchandise or services, at the right time, at the right price, and in the right channel.” This supports the claim that other departments of Guess?, Inc. could benefit from this software application and create a better overall experience for both the company and buyers (Davenport, Dalle Mule and Lucker,