Big Data in e-commerce

What can give Big Data?

Customer information — here for what it is not a pity to give both half of the kingdom. And Big Data gives answers to many burning questions of the customer: that he purchased also that would like to purchase that was pleasant to it and that is not present when he made purchases as he paid off. And it is even more: personal data (the address, a sex, age), interests (what sites visited, who in friends), activity (when goes on-line that there looks for what comments leaves) and many other things.

The analysis of such information is a chance to understand whether the brand is pleasant to buyers. They are ready to buy more and more or they should be "pushed" a little discounts and other bonuses? Answers to these questions will help to create the ideal client. That which is always ready to purchase goods at any price it is active in communities on social networks, interested in brand development and tells all about the pleasant products.

By 2014 channels of impact on the client became very much that it is necessary to use tools for their consolidation. In tourism, for example, long ago there are platforms which cover all aspects of the organization of travel: from planning to the order of trips. Tourists can select places from the airplane, hotel, sights which should be visited, and many other things is all this in one place. Conveniently, truth? The most interesting, as not only for users. Such approach does all process simple and effective also for all other participants of tourist industry: airlines, hotels, tour operators, etc.

However from the technical point of view all this is huge information volume. Processing of such number of data at the same time was impossible several years ago. But for 2014 there is no problem in providing to the client the personalized service on the basis of data on his preferences. And to give everything in the form of the clear and simple interface with which even the child will cope.

What in it useful?

Here several examples of how it is possible to get competitive advantages, using Big Data:

• Personalisation — analyzing customer information it is possible to propose the solutions developed for the specific user. Getting competitive advantage in the opinion of the client and not being spent at the same time for product quality improvement.

• Dynamic pricing — data analysis about the market will allow to set the most attractive price for the specific client. Sometimes it is in the future much more important and more profitable to get trust, than the maximum profit right now.

• Customer service — Big Data will help to create feeling of own importance at the customer. He will be able to be convinced that to the seller not all the same. The buyer will receive that he wants.

• Tracking — an opportunity to notify clients on where their order in what status and when it will reach them.

• The forecast analysis — with Big Data becomes possible to foresee events before they occur and to do necessary preparations or changes.

In addition Big Data use also for impact on clients at the emotional level now. To the client let know that he special, creating thereby between it and a brand a certain communication. It literally cultivates loyalty.

The application developed for a brand of Free People clothes which provided the companies sales growth for 38% can be a good example of such approach. The application allows users to discuss the last collections, to share the photos in new dresses in Pinterest and Instagram, to vote for the best pictures. Such natural interaction is very effective. Undoubtedly, it is a great option of monetization of the saved-up data, and we will be able to see as retailers still more than once and social platforms help to reach the client each other.

Information overload — it is profitable?

All already got used to what to find though some really useful information very difficult. In blogs, social networks people are always glad to read something interesting. And exactly thanks to the Big Data tools there is now an opportunity to offer the user those facts which were selected especially for him on the basis of data on the previous orders, search queries, "likes" in social networks, etc.

Let's take, for example, the business connected with sport and fitness. This industry very quickly develops. In many respects thanks to success of the applications which integrated the theory and practice of a healthy lifestyle.

Future e-commerce is consolidation of the personal purposes (to throw off couple of a kilogram) with the theory (to study a new course of trainings) and commerce (to purchase new sneakers and exercise machines). The ideal application not only will make the general recommendations about training programs. It will allow the user to order the necessary sport goods or other products directly here and now. And the seller, based on data from such applications, will be able to offer the client personal discounts, membership in club, the loyalty program and many other things.

Well it or is bad, but to service clients, based on their personal preferences, today it is possible only using Big Data. Big corporations employ the whole development teams which study their business and create unique applications. Representatives of small and medium business use more common ready-made solutions. But all have one purpose — to give to the client that he wants, helping thereby e-commerce to raise, develop and prosper.

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