Whither in-store analytics: How in-store behavioural analytics has changed and where it is heading

Gary Angel
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Gary Angel: Chief Executive Officer, Digital Mortar, USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2021, vol. 7, issue 2, 161-168

Abstract: As organisations evolve, they want a more comprehensive view of customer behaviour. While digital channels are easily measured and have been studied extensively, for retailers with a physical presence, the store is somewhat of a black box: retailers know how many customers they have going in and what sales are coming out the other side, but what happens in between has long been a mystery. As this paper shows, however, improvements in both technology and analytics are shining fresh light on in-store activity. This paper describes recent advances in technology for monitoring in-store journeys and how such advances have enabled people-movement data to be used in more sophisticated ways, despite privacy limitations.

Keywords: shopper analytics; store analytics; full-journey measurement; shopper measurement; store optimisation; customer experience (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2021:v:7:i:2:p:161-168

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