Analytics: a competitive edge for a retail portal

Abstract

In India, the annual retail market is estimated to be between $450 billion and $500 billion (Rumman, 2011). The Indian government is currently examining an FDI proposal that would allow multi-brand retailers to own a stake of up to 51% in joint ventures with Indian partners, as is already the case for single-brand retailers like Marks & Spencer Group PLC and Nike Inc. In a scenario of such intense competition, analytics can be a major differentiator for the companies. In this study we have performed Market Basket Analysis for an Indian retail e-commerce portal and developed a model for assessing the analytical maturity of the company. Based on the study, the paper gives recommendations to the ecommerce portal and also makes suggestions on how the company can embed analytics in its DNA.