This research paper talks about how the market has navigated to a paradigm shift in retailing,

where data is seen as an asset to the firm in understanding timely needs of consumers,
predicting buying behaviour, and proposing performance metrics to assess effectiveness. The
above-mentioned things are critical in the very growth and survival of the firm. As we see
Big Data is one of the buzzwords taking technology world by storm, retailing companies
attempts to skill the use of massive Data Analytics which can empower them to take right
decisions. Big Data: Big Data refers to the larger data sets that are so voluminous and
complicated that traditional data-processing applications are flimsy to affect them. It consists
of giant volume of data both structured and unstructured. Big Data facilitates in analysing
computationally to reveal hidden patterns, identify the trends, and uncover unknown
associations with several entities which help in making better decisions across business
processes among functions or companies. The term Big Data applies to information that
cannot be processed or analysed using traditional tools or processes, Big Data are some
things which can have a huge impact on the operations of organisations now and within the
longer term, with most companies at an early stage with their Big Data journey.
Characteristics of massive Data - Volume: Volume refers to the number of data being created
that's vast compared to traditional data sources. Veracity: the quality of data captured
certainly has the potential to affect the accuracy of study using that data. Earlier, the data that
was analysed and used to predict what might happen within the longer term and was that
concentrate on industries like banking and insurance companies, but now, even retailers do,
that too, during an enormous way. Big Data analytics uses predictive and prescriptive
analytics in identifying and exploiting the business opportunities and is changing the
analytics landscape. Predictive analytics uses the past data to predict what may happen within
the longer term. Data analytics plays a vital role in an organisation to review the impact of
use of massive Data in retail industry to figure out the impact of massive Data Analytics on
changing trends in retail. The harnessing of massive Data can boost top- and bottom-line
results to identify the emerging trends in retailing in India the long run of the retail sector in
India seems to be exciting as both organized and unorganized retail businesses in conjunction
with the govt. bodies are working jointly to transform the retail industry while keeping the
welfares of the purchasers in mind. Due to the impact of use of massive Data in retail
industry the retail shopping experience has changed intensely over the past few years. This
successively provides much more accurate indicators of customer behaviour and thus the
power to predict their interest in any particular product/service at the aim where they're
considering making a purchase.
Impact of use of massive Data in retail – To figure out the impact of massive Data Analytics
on changing trends in retail. Use of massive Data analytics can definitely offer marketers
with the tools to strengthen performance. Big Data analytics is now being applied right from
predicting the favoured products to identifying the purchasers who are likely to possess an
interest in these products and what to sell them next. Key impact areas where retail players
see Big Data Analytics is used for an Enhanced performance, better risk management, and
thus the power to uncover insights, are the paybacks organisations harvest through utilization
of massive Data capabilities.