Untapping the potential of mobile location data: The opportunities and challenges for retail analytics

Joseph Aversa, Ali Azmy and Tony Hernandez

Journal of Retailing and Consumer Services, 2024, vol. 81, issue C

Abstract: Smartphone technology has created a burgeoning mobile location data (MLD) marketplace. MLD has been adopted by many retailers to track consumer behaviours at a granular level across space and time. This paper provides a critical empirical case study approach to generate spatiotemporal MLD-based insights using raw smartphone data at five super-regional shopping centres. The analysis and visualization of MLD-based metrics provide the basis to rethink how we approach retail analytics and location decision-making. Many challenges need to be addressed to leverage the full potential of MLD, including data bias, spatial and temporal accuracy and significant consumer privacy concerns.

Keywords: Mobile location data; Retail analytics; Trade areas; Shopping centres (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:81:y:2024:i:c:s0969698924002893

DOI: 10.1016/j.jretconser.2024.103993

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