How to Harness Big Data for Better Holiday Shopping Experiences

Make sure your brands are delivering personal, timely, and relevant shopping experiences this holiday season by understand consumer needs. Brands can effectively do this by utilizing real-time data sets. For more info, check out the 3 excellent takeaway tips!


This holiday season, customer-centric brands have an opportunity to up the ante for their consumer shopping experiences with an ace in the hole: Big Data.

Savvy e-commerce brands, like Macy’s, Sears, Wal-Mart, and eBay, are focused on capturing not just data but also the insights driven from the data, in order to make informed decisions about their customers’ shopping habits and behaviors, both online and offline, from Black Friday through the New Year.

The emergence of new structures for rich data allows for the unprecedented ability for brand marketers to truly deliver highly personalized, one-to-one e-commerce experiences. As we know, today’s consumers are pros at ignoring mass media and listening only to what they want to hear. But, with access to and effective use of Big Data, brands can enhance consumer experiences with contextual relevance that allows for engagement at precise moments when customers are most persuadable.

While profile and behavioral data can identify in-market consumers, situational data attributes–including location and time of day, mood and social situation, product availability and remaining inventory, limited time offers, and seasonality–can reveal contextual insights that often hold more relevance for consumers than their persona, segment or online history.

Applying contextual relevance to digital customer experiences is often overlooked by marketers, yet it can make all the difference in delivering value propositions that get to the heart of a customer’s buying criteria. The key–and often the challenge–is harnessing situational data in real time to deliver shopping experiences at the most appropriate engagement points throughout the customer lifecycle.

Read more from the source: MarketingProfs

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