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

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  • Aversa, Joseph
  • Azmy, Ali
  • Hernandez, Tony

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.

Suggested Citation

  • Aversa, Joseph & Azmy, Ali & Hernandez, Tony, 2024. "Untapping the potential of mobile location data: The opportunities and challenges for retail analytics," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    • Handle: RePEc:eee:joreco:v:81:y:2024:i:c:s0969698924002893
    DOI: 10.1016/j.jretconser.2024.103993
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