Internet of things (IoT) has so far been considered to be a complex network of objects speaking to each other across a digital network transmitting information and broadcasts about themselves and their surroundings through an assembly of sensors, actuators and motors. In this paper we present a use case for IoT to understand and record consumer behavior. In essence the paper attempts to classify how humans and IoT devices can learn from each other. In this paper retail smart devices can help salespersons understand more accurately a consumer or shoppers preferences and suggest more suitable options. © 2017 Universiti Putra Malaysia Press.