Retail

White Paper

Big Data Relevance for Retailers

About the Authors

Savitha Nallasamy
Customer Data & Analytics Consultant
Savitha Nallasamy is part of the TCS Retail Unit. Her expertise in marketing, loyalty
management, Customer Relationship Management (CRM) and customer insights comes
from her 15 year association with global retailers. Savitha can be reached at
savitha.nallasamy@tcs.com

Raja Marimuthu
Business Relationship Manager,
Big Data & Analytics engagement with a leading retailer
Raja Marimuthu leads one of the largest Big Data engagements for a leading retailer. He
has previously led several large engagements in customer data management, retail
marketing, CRM, Enterprise Information Management (EIM) and the Oracle Retail suite of
products. Raja can be reached at raja.marimuthu@tcs.com

Much has been said about the volumes of data that humans and machines together create
every second. We live in an age where anything anyone does almost always leaves behind a
trace of digital data. In the years to come, smartphones, tablets, sensors, social networks,
online engagement (such as shopping and gaming), video streams, and mobile payments
will all drive an explosion of structured and unstructured data popularly known as Big Data.
This magnanimous growth of data presents a great opportunity in every industry - to
understand the entities in any ecosystem, the spheres of influence and helps decide on the
triggers for success.
This paper attempts to look at various aspects of Big Data, including the top reasons for
which retailers are considering the use of Big Data and its tools. It is a peek into the potential
world of opportunities that Big Data presents for the retail industry, and the inherent
challenges that organizations go through.

Contents

Introduction

Big Data - The Spheres of Influence

Store More for Less, Process Faster

Perform Sophisticated Analytics on Newer Dimensions of Data

Big Datas Influence on Retailing

Deep Dive Into Select Retail Functions Transformed by Big Data

Customer Engagement Deep Relevancy and Extreme Personalization

Retailer Supplier Collaboration A Data, Insight Powered Execution

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Retailers Leading Big Data Adoption A Snapshot

11

Readiness of the Technology Landscape for Big Data

12

Critical Success factors

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Introduction
We are living in a world where companies like Google are considering leveraging data from home thermostats
(through Google's acquisition of Nest Labs) and marrying that with all the information they hold to be able to get a
'24 hour understanding' of customers, including - when they wake up, how many people are at home, when does
everybody leave home, where do they go (using GPS data), and what they buy and where they buy it from (using
GPS, Wifi Data, Mobile, Online).
A variety of data about consumer behavior, interests and intentions, is being generated from a number of sources.
These include web crawlers, web robots, web logs, emails, videos, tweet streams, genome sequences, and trafficflow sensor data, banking transactions, GPS trails, and online browsing in addition to the traditional market basket
data. The data is so complex that it cannot be processed using conventional methods and the focus has to be on
developing an analytical engine that can intelligently interpret this data. Big Data The technology ecosystem opens
up ways in which data can be analyzed and expands the scenarios where it can be applied. Big Data technologies
have had two key impacts: redefining how data is managed and revolutionizing how data can be leveraged. Data
and Insights Anywhere, Anytime. Real-time is today becoming more a norm, rather than an exception.
All industries small or large are looking at Big Data as a solution to manage their compounding data growth, to
satisfy the demand for faster processing and reduce the overall TCO to manage and delivery data based intelligence
and insights.

Big Data - The Spheres of Influence

The key reasons why enterprises consider leveraging Big Data concepts and technologies include:
1. Consolidating enterprise data using a low-cost storage option and consolidating workload intensive processes
to Hadoop for faster processing
2. Accelerating existing analytics that leverage Big Data technology
a. Performing the same analytical processes on structured data with increased speed
b. Focusing on real-time insights and enabling real-time decision making
3. Discovering newer, sophisticated dimensions of analytics
a. Social media data 'word of mouth' and 'power of the pen'
b. Internet of things
c. Mobility
d. Text and voice analytics

Store More for Less, Process Faster

Over the last decade, business data has evolved and grown exponentially, creating two problems first, the sheer
size of the data has increased into the petabytes range; and second, the majority of business data that is available
for analysis today comes in an unstructured format, such as email or video. To deal with the first problem, RDBMS
platforms scaled up vertically, by adding more CPUs, memory or nodes to the existing infrastructure. However, the
second problem could not be dealt with at all because relational databases are not equipped to categorize
unstructured data or scale or write data fast enough to keep up with the speed of creation. Several companies have
saved millions of dollars just by migrating from mainframe and relational databases to open source Hadoop.
The power of Big Data technologies comes from the easy scalability and the linearly increasing processing power of
horizontally scalable low-commodity hardware. Additionally, with the ability to leverage multi-processor cores, this
seems like a compelling business case for Hadoop adoption. Million Instructions Per Second (MIPS) reduction from
mainframe consolidation is one of the primary reasons why companies consider leveraging technologies like
Hadoop and MapReduce. Sears has been a recent example for realizing an extremely high latency reduction in high
volume data processing The trend that has been set by the early adopters like Facebook, Twitter, Google, Amazon
and Yahoo. Sears' process for analyzing marketing campaigns for loyalty club members used to take six weeks on
mainframe, Teradata, and SAS servers. In an interview to Information week, Dr Phil Shelley shares that Sears is able
to execute 1-to-1 personalized marketing campaigns based on modeling on 100% of available data as opposed to
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the prior 10% data use.
Though large enterprises across industries are consciously looking for opportunities to co-locate data into Hadoop,
the change management from both business and IT has not been an easy hurdle to address. Hence, organizations
are looking for the right opportunity and the right business case to see the first successful adoption.

Perform Sophisticated Analytics on Newer Dimensions of Data

Big Data enabled technologies synthesize intelligence using complex algorithms that run on much more complex
data. The most noticeable result is the ability to glean insights from digital, unstructured, streaming data from
sources such as mobile, tablets, social media, sensors, text, video logs and blogs.
This gives retailers the ability to mash-up data across retail business functions to make much more meaningful
decisions. For example, contextual analysis of contact center call logs, tweets, ratings and reviews, lot tracking of
shipment records, product design information, and loyalty data taken together could help pinpoint product defects
from customer feedback, identify root causes from product design information, identify stores holding any
defective merchandise, and find loyal customers who purchased the item.

[1] Information Week, Why Sears is Going All-In On Hadoop, 24rth October 2012, accessed March 2014, http://www.informationweek.com/it-leadership/why-sears-isgoing-all-in-on-hadoop/d/d-id/1107038?

Big Data's Influence on Retailing

Retailers are increasingly realizing the power of the Big Data explosion and deploying them to improve various
facets of retail processes such as improving customer experience and increasing operational efficiencies
throughout the retail value chain. The Insights Impact diagram provides an illustrative heat map of the retail areas
or functions influenced by Big Data and the extent of influence.
Big Data and its ecosystem of technologies and tools presents a myriad of possibilities for Big Data led analytics for
retail, a sample of which is listed in the table below:
Insights Impact
Marketing

Merchandising

Pricing

Store Ops

Supply
Chain

Real
Estate

Suppliers

Internal Multi Channel Market

Basket Data
Syndicated Competitive
Multichannel Sales Data
Social Conversations,
Trends and Reviews
Survey Attitudes, Motivations
and Influences
External Macro-Economy,
Weather

High

Medium

Low

Process

Analysis, Application Scenarios

Merchandising

Assortment localization

- Optimized merchandising in real time using a combination of techniques like market basket analysis, shopping
cart analysis, and (local) purchase behavior analysis
- Use video data to identify shopping trends.

Product placement optimization

- Observe customer movement to assess the effectiveness of promotional displays and consequently improve store
layouts and product placements
- Study in-store traffic movement using video-log data and locate opportunities to promote items on certain
shelves or end aisles

Pricing and promotions

- Price goods and services based on real-time metrics such as competitor pricing, supply chain and inventory data,
market data and consumer behavior data
- Differentiated, real time competitive pricing
- Individual pricing/semi-individual/micro-segment pricing and promotions
- Price point analysis and optimal price determination

Product velocity analysis and

consumer decision drivers

- Detect products that are selling with other products, which promotions (own and competition) are currently
gaining pace in the marketplace, who is buying what product, and how are purchase decisions being made

Localized store offerings

- Use crowd-sourcing data for customer surveys and determine store deal of the week, product of the week, brand
of the week. Apply similar techniques to determine local competitor prices and then decide on a pricing strategy
for anchor products in that store

Consumption analytics

- Consumption pattern of individuals and households mostly for grocery departments

Real time supply chain monitoring

- Distribution and logistics optimization

- Use of techniques such as event extraction from twitter feeds, news alerts, social media posts to predict natural
disasters, social uprisings or any other events that could disrupt the supply chain in the near future

In-stock Improvement

- Monitor product availability on shelf in real time (using a combination of store inventory data and RFID, or Beacon
based apps or even in-store aisle video images taken every five minutes) and alert individual stores on stock
unavailability
- Improve next-day or same-day replenishment using live, real-time stock analysis at DCs, in-transit, store

Demand/trend forecasting

- Predict store (local) demand for products, to avoid under-stocking and over-stocking, underpricing or promoting
the wrong products

Demand and Supply Chain Management

Personalization Across Channels

Extreme personalization

- Combine text mining with customer profile data in real time for dynamic configuration of online assortments,
and digital content presentation based on knowing the customer at any touch point and anticipating his or her
needs

Web log analysis

- Analyze why visitors come to the website, what they are looking for and what drives them to make a purchase

Micro - segmentation

- Micro-segmentation for marketing campaigns, targeted store and web offers, brand promotions etc.

Re-targeting

- Synthesize data from website browsing, off-site browsing (other retail web sites, social networking sites,
recommendations web sites) and then propose recommendations based on content collected

Real time trip analysis

- Detect type of the trip based on the contents of a basket (as they scan the items into the cart using their own
mobile phone) and alert customer about potentially missing items (for instance, on the same mobile apppotential grocery scenario.)
Store Operations & Planning

Store shopping route analysis

- Analyze shopping routes, time spent in each critical aisle, correlation of in-store shopping route and items
purchased

Fraud detection

- Accurate fraud prediction and prevention by combining technologies like in-store videos, business rules, anomaly
detection, predictive and learning models

Staffing

- Use weather forecasts, promotional campaigns and dates to effectively meet staffing requirements on holidays
and all year round

Process

Analysis, Application Scenarios

Marketing

Location-based analytics

- Identify customers at relevant locations and drive location-based marketing in real time
- Use data from Map Apps (Google Maps etc.) to understand the target driving destination of customers/prospects
and combine it with real time GPS data to send contextual marketing offers

Real-time decision analytics

- Real time decision analytics combines contextual information, gathered while interacting with a customer, with
pre-defined customer engagement rules and predictive models. Real time inputs include information such as
reason for the interaction, current event and request. Applicable for customer service centers

Social network analytics

Identify customers' social communities, such as family and friends

Draw social graphs
Calculate leadership index to identify leaders and followers
Text analytics including 'Named Entity Recognition' person, brand, organization, location and date/time,
Sentiment polarity
Topic extraction - Clustering millions of posts, discussions into topics
Consumer Decision Triggers Analysis

Buying mood analysis

- Sophisticated video data providing information on body temperature, gait, and posture to determine health,
mood, and buying habits of a consumer

Wi-Fi access points analysis

- Understand how many people visited the store (unique visits), number of visits in all, average visit duration,
number of new visitors vs. returning ones

Sensor log analysis

- Analyze data customer frequency counters at the doors, the cashier system, free Wi-Fi access points, video
capturing, temperature, background music, smells

Location analytics

- Competitor location and impact analysis

- Customer drive time impact (to store sales) analysis

Events impact analysis

- Impact of external factors and events on sales could include factors from macro-economy, weather related
events, sports related events, social events and more

Deep Dive Into Select Retail Functions Transformed by

Big Data
This section explores how next generation technologies have revolutionized customer engagement and retailersupplier collaboration. These are just examples the broader application still remains intact.

Customer Engagement Deep Relevancy and Extreme Personalization

The window of opportunity on Big Data powered customer experience varies from the simple segment based instore targeting to human mood predictor based recommendations. Here is a combination of pragmatic and out-ofthe-box ideas on how the new Big Data has revolutionized retail customer engagement in-store and across all other
digital channels
n

Synthesis of interests from a combination of blog, Facebook data and market basket analytics to propose
recommendations Retailers leverage (or buy) travel website data (using cookies, Facebook posts etc.) to
understand travel plans of customers and suggest items such as luggage and travel supplies. If this travel data
can also be married with the customer's profile to understand how many children are in the family, then the
recommendations can include child travel need items as well. Taking it one step further, if the local weather data
of the destination city can be included, more relevant recommendations like sunscreen, umbrellas, sandals and
beachwear can be recommended too. The possibilities are just endless.

Next best action Recommending the next action (an outbound call from a call center, an instant thank you
message for a Hi-Definition TV purchase followed by an offer on a related service or accessory, a reminder of
upcoming bad weather) or a next best offer based on needs, wants and anticipated behavior

Individualized Digital Coupon Wallet A coupon wallet that every individual shopper can create and
consume from anywhere and using any device. This can be as simple as an online page or a kiosk or a mobile
app or a combination of the above where the customer logs into to choose coupons of their choice. The retailer
can use this as an opportunity to present the supplier funded coupons along with their own discounts to
improve reach

Product recommendations including:

p

Refill reminders for products driven by consumption of baby products like diapers, pantry and dry grocery

Replacement reminders for tires, batteries

Upgrade reminders for digital devices, accessories sports wrist bands, software and upgrades among
others

New accessory reminders for gadget savvy customers based on their brand preference

Trending items online, Pinterest, Instagram, Twitter, Facebook and even in store provide it as a package for
the customer

Life stage based engagement As shoppers' progress through life stages, the type and medium of
communication and content that interests them change. Examples of life stages include newly-wed, new mover
to a community, pregnancy, new baby, school going kids, empty nesters and seniors. The needs at each stage
are different and hence communication needs to be tweaked in recognition of this

Leveraging store traffic generated heat maps in the store combined with a customer's in-store location, retailers
could offer some relevant advice and information. This also presents an opportunity to take the customer to the
other end of the store in an effort to increase the overall basket size

Communications customized to household type Households with kids receive emails, newsletters on healthy
eating, outdoor activities and recommendations, organic choices. Households with early retirees on wellness
recommendations, diet choices, supplements recommendations etc.

Individual cookie level behavioral data (based on online browsing, mobile browsing) that can be assimilated and
analyzed in real time to throw-up more Amazon-like recommendations on 'What you might need' or 'What you
might be interested in'

Some of the recent explorations that we keep hearing about can predict a customer's mood using sensors that
monitor human body temperature and gestures (as observed by an in-store video cam and synthesized by
analytics). This information can then be used to propose recommendations like an offer at the in-store deli or
bakery or to a pleasing music playing section in the store.

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Retailer Supplier Collaboration A Data, Insight Powered Execution

Retailers have been sharing data with suppliers since the 1990s, but the volume and velocity of data sharing is
reaching new dimensions with Big Data technology. Such data-enhanced retailer-supplier collaborations have
helped improve business KPIs. Both retailers and suppliers have a lot to gain from Big Data and analytics
integration. Today, retailers share sales trends, point-in-time inventory, point-in-time forecast, market and store
level demographic traits, and country specific views and multi-sign on.
The new frontiers with Big Data and advanced analytics include possibilities around operational intelligence like
sharing sales and forecasting trends, instant inventory triggers, customer segment based sales reporting. Another
major impact is on merchandising and supply chain optimization including collaborative pricing optimization, sales
and inventory forecasting, entire supply chain cost optimization considering parameters like routes, traffic on
routes, fuel usage, truck parameters and weather patterns among others. Leveraging social networks to identify
peak buzz in sale of new products and quickly using that insight to calibrate the supply chain to ensure in-stock for
the product in demand is a leading trend in this topic.
The Big Data and analytics ecosystem is presenting an opportunity for a retailer and supplier to setup highly
scalable cheap, faster and better technology platforms to improve rich collaboration.

Retailers Leading Big Data Adoption A Snapshot

The rise of smartphones, tablets and social media has accelerated the growth of available customer data. With data
available from the traditional market basket, machine logs, RFID reader, sensor networks, smart devices, 'internet of
things', social media blogs, twitters, videos, surveys, call logs to publicly available data from different sources, the
possibilities are numerous. Top retailers are using analytics to understand consumer behavior and drive assortment
planning, price and promotion strategy.
Following are some of the leading adopters of the speed of technology and lowering cost of storage
n

Amazon, has honed its targeted online marketing skills over the years. Real time personalization of web page
content and product recommendations for every concurrent web user is a big accomplishment for the fastest
growing online retailer.2

Target uses customer purchase histories to tailor advertising to customers they 'deduce' are pregnant. According
to the company's former president Gregg Steinhafel, quoted in a Forbes article, the goal set is for heightened
3
focus on items and categories that appeal to specific guest segments such as mom and baby.

Nordstorm is piloting in a few stores the integration of Pinterest with store shopping. Popular on Pinterest
4
(belonging to certain select categories like handbags and Shoes) are showcased/tagged in the stores.

[2] Big Data: Personalizing the customer experience in real time, 12th March 2014, accessed April 2014, http://www.retailcustomerexperience.com/article/229243/Big-dataPersonalizing-the-customer-experience-in-real-time
[3] The Power of non-Predictive Analytics, 1st May 2012, Accessed March 2014, http://www.forbes.com/sites/piyankajain/2012/05/01/the-power-of-non-predictiveanalytics/
[4] Nordstrom Could Start Using Pinterest To Make Merchandising Decisions, 9th July 2013, http://www.businessinsider.com/how-nordstrom-is-using-pinterest-2013-7

11

Wal-Mart Stores division @WalmartLabs is using Hadoop and other software to search through Twitter posts and
Facebook updates to target specific customers. Walmart is also using Big Data to create mobile app that provide
assistance with every part of the retail experience from pre-store planning to in-store shopping and decision
making to checking out. Shopycat, the company's social-gifting platform also leverages social media activity5

Macy's allows its shoppers to add offers to their Apple Passbook making it easier for customers to access them
while they are shopping in store. Macys.com also analyzes social media, store transactions and even Twitter
feeds every day to better understand customer-buying behavior and sharpen its promotions. A 2011 Forbes
article quoted Tomak, Vice President of Analytics and Macys.com stating that these steps has helped Macy's
boost store sales by 10 percent6

Starbucks sparked an innovative customer engagement through its most popular 'My Starbucks Idea' campaign
that leverages crowdsourcing to make customers a part of their innovation ecosystem7.

Williams-Sonoma sends email offers to customers that tailored the moment the email is opened. The analytics
software calls on it data repository for real-time data on location, age, gender, online activity, and inventory. The
8
retailer was able to receive ten times more responses based on this personalized email offerings .

Readiness of the Technology Landscape for Big Data

Product vendors for BI and data management are taking efforts to catch up, co-exist and grow with the Big Data
phenomenon.Investments are being made to enable connectivity to the new database format. IBM and Oracle have
incorporated emerging database technologies like NoSQL and Hadoop into their own Big Data platforms. Products
9
like Tableau can connect with multiple flavors of Hadoop and bring data in-memory to do fast ad-hoc visualization .
Any tool that can provide the ability to locate patterns and outliers in all the data stored in the Hadoop cluster is a
must-have for any decision maker in the business. Qlikview's much acclaimed 100 percent in-memory architecture
combined with its patented in-memory data compression engine claims to load terabytes of data onto the memory
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for faster retrieval . Also, ever since the value-add has moved from databases to analytics, all the leading Big Data
companies (IBM, SAP, Oracle) have been on an big M&A spree, buying up BI software, tools and niche players in the
predictive analytics arena.

[5] Inside Walmarts App Strategy to Turn User Experience Into Sales, 8th November 2011, accessed May 30, 2014,
http://www.forbes.com/sites/lydiadishman/2011/11/08/inside-walmarts-app-strategy-to-turn-user-experience-into-sales/
[6] Retail Goes Shopping through Big Data, 15th April 2013, accessed May 30, 2014, http://www.cnbc.com/id/100638141
[7] Starbucks,MyStarbucksIdea.com, accessed March 2014, http://www.starbucks.com/coffeehouse/learn-more/my-starbucks-idea
[8] Williams-Sonoma pushes personalized marketing, 22nd May 2012, accessed March 2014, http://www.homeandtextilestoday.com/article/416518-williams-sonomapushes-personalized-marketing
[9] Hadoop, accessed 30th May 2014, http://www.tableausoftware.com/solutions/hadoop-analysis
[10] Harnessing the Power of Big Data Analytics for Users, accessed 30th May 2014, www.qlik.com/us/explore/products/big-data

12

Another big trend is that many BI players are merging their software and hardware to create Big Data appliances
that provides one-stop solutions for Big Data analytics. Analytics leaders like SAS are talking about their increased
focus on high-performance analytics and massively parallel processing (MPP) architectures. According to SAS,
Hadoop-based storage combined with visual data-exploration and predictive analytics capabilities make new SAS
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platform stand apart in in-memory computing . Some companies have adopted partnership models to close the
gaps in their existing landscape. For example, Teradata has teamed up with Revolution Analytics to present joint
solutions for maximizing the value of Big Data by running R analytics inside the Teradata database12.

Critical Success factors

Candid vision and a pragmatic roadmap
What is often lost in the Big Data discussion is that data and analysis tools generate no value until they lead
companies or individuals to make different and better decisions than they would have made otherwise. While we
do occasionally read about Big Data success stories, most companies are not sure about how they could actually
use Big Data to impact their business. For data to become valuable, companies need to have a direct path from that
data and analysis to tangible action.
Business collaboration
Big Data is not just yet another IT implementation and push towards latest cutting edge technology. Business
people need to partner equally with IT in harnessing the value of data. Right questions need to be asked at the
right time, at the right place and to the right individual.
Teams with the right skills
Hadoop is a maturing platform and requires a skilled workforce. When looking for talent, it is good to have
resources that have an end to end perspective, can balance statistics vs. business sense and stay abreast of
technologies. The team's skill sets should comprise competencies including MPP, High Performance Visualization,
and High Performance Analytics, and embrace both licensed and open source tools, technologies and packaged
solutions.
A few large enterprises have started acquiring companies to augment skills. In order to strengthen its predictive
analytics skills and to gain a competitive marketing advantage, Walmart has recently acquired Inikru, a Data
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Analytics, and Predictive Intelligence startup . In an effort to focus on data driven pricing, Home Depot acquired an
14
Austin, Texas based startup and has established the founding base for the new Home Depot Innovation Lab.

[11] SAS Introduces Big Data Visual Analytics Platform, 23rd March 2012, accessed 30th May 2014, http://www.informationweek.com/big-data/software-platforms/sasintroduces-big-data-visual-analytics-platform/d/d-id/1103518?
[12] Teradata and Revolution Analytics Take R In-Database, accessed 30th May 2014, http://www.revolutionanalytics.com/partners/teradata-global
[13] @Walmart, accessed 30th May 2014, http://www.walmartlabs.com/about/acquisitions/
[14] Home Depot Acquires Data-Driven Retail Pricing Startup BlackLocus, 17th December 2012, accessed 30th May 2014, http://techcrunch.com/2012/12/17/home-depotacquires-data-driven-pricing-analytics-startup-blacklocus/

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About TCS' Retail Business Unit

With over two decades of consulting and IT support experience with global retailers, TCS helps
retailers improve business processes and cash flows to drive top and bottom line growth. Seven of
the top 10 U.S. and six of the top 10 U.K. retailers partner with us on business transformation
programs aimed at re-imagining and growing the business.
Leading retailers leverage the TCS Point of Sale (POS) and mobile POS solutions as well as our
merchandizing solution suite, OptumeraTM, that amalgamate our strong business acumen, domain
knowledge, and technology competency.
Our Innovation Labs harness technology trends such as digital technologies to incubate and
develop innovative solutions for retailers. Backed by a strong asset base and an information hub
that offers daily insights on the industry, retailers, and their competitors, we deliver industry
relevant consulting, solutions, and IT services and support.

Contact
To learn more, visit www.tcs.com/Retail or email us at retail.solutions@tcs.com

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