IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v81y2024ics0969698924002893.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698924002893
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2024.103993?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:81:y:2024:i:c:s0969698924002893. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.