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Experiential Retailing Leveraged by Data Analytics

Author

Listed:
  • Urshita Ghosh Dastidar

    (Symbiosis Centre For Management and HRD, Symbiosis International University (Deemed), India)

  • Suhas Suresh Ambekar

    (Symbiosis Centre For Management and HRD, Symbiosis International University (Deemed), India)

  • Manoj Hudnurkar

    (Symbiosis Centre For Management and HRD, Symbiosis International University (Deemed), India)

  • Abhay D. Lidbe

    (Alabama Transportation Institute, University of Alabama, USA)

Abstract

The purpose of the study is to establish how in retail industry consumer data can be leveraged and analysed to provide customers an enhance shopping experience. Popular machine learning algorithms related to text mining aids in parsing the natural language and helps to understand the brand image and what the brand currently is lacking. In the last decade, although ecommerce brought a revolution in retail industry, shopping trends show that consumers spend more in offline store than online. The rise of omni-channel retailing and data-driven decision-making are shifting retailer focus to providing enhanced in-store customer experiences. Retailers are trying to find ways to stand out in the highly competitive environment. The solution to this problem is providing retailtainment. This study helps to understand how the available customer data is to be analysed to create unique experiences and enable experience-based stores. The results of this study will help a retail company understand how omnichannel play an important role creating customer engagement strategies.

Suggested Citation

  • Urshita Ghosh Dastidar & Suhas Suresh Ambekar & Manoj Hudnurkar & Abhay D. Lidbe, 2021. "Experiential Retailing Leveraged by Data Analytics," International Journal of Business Intelligence Research (IJBIR), IGI Global, vol. 12(1), pages 98-113, January.
    • Handle: RePEc:igg:jbir00:v:12:y:2021:i:1:p:98-113
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    References listed on IDEAS

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    1. Karine Picot-Coupey & Elodie Huré & Lauren Piveteau, 2016. "Channel design to enrich customers’ shopping experiences: synchronizing clicks with bricks in an omni-channel perspective - the Direct Optic case," Post-Print halshs-01290473, HAL.
    2. Majid Mohammad Shafiee & Reyhane Haghighizade & Shirin Rahimzadeh, 2019. "The effect of experiential marketing on brand equity: study of a home appliances manufacturing group," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 20(2), pages 233-252.
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    Cited by:

    1. Priti Srinivas Sajja, 2022. "Hybrid Genetic Fuzzy System for Modeling Consumer Behavior," International Journal of Business Intelligence Research (IJBIR), IGI Global, vol. 13(1), pages 1-15, January.

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