Here's a familiar scene. You walk into a clothes shop in a mall. You linger in the shirts section and check out a couple of shirts priced around Rs.1200. Along comes a helpful salesman with the polite, "May I help you sir?" You say, "Well, not really. I am just looking around." Undeterred, he shows you the 'latest arrivals' which of course are priced much higher, at about Rs.2000. Let's say you are not impressed by the latest arrivals but pick up a Rs.1200 shirt.
The salesman now asks you if you wouldn't like to buy a pair of trousers to go with the shirt. Or check out their vast collection of footwear. Or inner wear! The salesman's job is to keep you inside the shop, keep suggesting other things you can buy and somehow increase the size of your bill. A smart salesman will do all this while also making you feel happy with the helpful suggestions!
In the digital space the sales job is immensely more complicated. To start with, several people are in the shop at the same time. They are also browsing at great speed and looking at several products. You need a lot of exceptional salesmen to keep track. That's just what Big Data Analytics does. Big Data can track thousands of shoppers in real time, observe their browsing behaviour and make helpful suggestions at break-neck speed. Search for a book in a store, the search will not just show the book in its various editions and prices but also a few other books with the helpful suggestion that 'people who bought this book also bought' another. Look for a shirt and it will do even better than the store salesman. Because Big Data has been tracking your shirt purchases for a while it already knows the price range you are comfortable with, your style preference and even your recent colour choices. So it will virtually present you with the shirt that will have you swooning! How is that for consumer delight?
Again since Big Data knows so much about you it will offer you trousers, belts. wallets, shaving accessories and even special deals on any or all of them; all at the speed of light. Impressive isn't it? No wonder digital stores can't get enough of Big Data. It improves sales by leaps and bounds.
However, it would be wrong to confuse this Digital Selling power with marketing. That would be Digital Marketing Myopia! More on that soon...
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