[verdverm]

even analytics or dashboards are likely still too abstract

you are selling them reduced costs, or ideally more income, based on said analytics. Are they going to be able to make sense of the dashboards to make business decisions? I suspect this is where the gap is

Brick and mortar are more concerned with the day-to-day and prefer to outsource secondary operations they are not experts in. They are generally tech shy, so selling them a analytics solution is difficult