Have you ever been in the market for something, say a particular pair of Nike running shoes, and you do an Internet search for them? You buy a pair, either in a store or online, and then you think you are finished with that particular transaction. But no. Every web site you visit is now showing you a picture of those shoes, sometimes with a new discount.
Like so many long-running vertical industries, retail experienced a big disruption, first from the internet and the rise of ecommerce and digital-first competitors entering the market, and then from the rise of consumers carrying mobile phones -- their own little comparison shopping tools that fit right in a purse or pocket.
Data analysis can be used for many things . . . how about finding other beers you might like, so you don't keep drinking the same old brand every time? Hang on tight -- I think we're about to make a beer run!
Tech evolves every few years. Yet despite this fact of marketplace nature, many companies that offer tech products and services face the daunting task of making changes that customers may perceive as messing with a very good thing, especially if the offering is wildly successful.