There Is a Santa Claus! (We Have the Technology)

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Making a list, checking it twice

Santa knows what kids want. But how? The "Coming to Town" song never explains it, but clearly he has a list. Compiling that list is easier done that said. According to a Pew research center study, 79% of all Americans (population approximately 320 million) made on online purchase in 2016. Half of these shoppers made their purchase on their smartphones.

Yes, Santa is part of the customer journey. Kids enter the funnel by expressing a preference for a toy or game. That preference may be triggered offline by a visit to a brick-and-mortar store (with mom and dad, of course), or seeing a friend play with a toy. 

Product consideration comes next, though the likelihood of a toddler going on line to check out product reviews is not high. After that, the process gets a little mysterious. If the child went online to check out the toys, their online movements would be tracked as data. Collectively, the preferences of tens of millions of kids could be subject to predictive analysis in real time.

Santa, acting as the vendor, can build up “customer awareness” via omnichannel, coupled with AI. That should give him real-time insight into what kids want, no matter where they go and what digital channel they use to express a preference.

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