A system and method for sales optimization having a store database storing information about past shopping experiences and preferences of different customers, a business rules engine connected to the store database, a biometric database containing biometric data, a customer identification engine connected to the biometric database; and a biometric detector detecting customer's presence in the store. The biometric detector is connected to the biometric database through the customer identification engine. The customer identification engine identifies detected customers using data stored in the biometric database. The system also includes at least one sales representative terminal connected to the business rules engine. When sales optimization tactic is determined, it is conveyed from the business rules engine to the sales representative terminal.