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

Author

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  • Angel, Gary

    (Chief Executive Officer, Digital Mortar, USA)

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.

Suggested Citation

  • Angel, Gary, 2021. "Whither in-store analytics: How in-store behavioural analytics has changed and where it is heading," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 7(2), pages 161-168, September.
    • Handle: RePEc:aza:ama000:y:2021:v:7:i:2:p:161-168
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    More about this item

    Keywords

    shopper analytics; store analytics; full-journey measurement; shopper measurement; store optimisation; customer experience;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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