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Start Date

16-8-2018 12:00 AM

Description

Easy access to digital analysis of customer behavior and targeted advertising are principal advantages online retailers have over their stationary counterparts. \ Existing manual and digital means for monitoring customer behavior in high streets are expensive to employ and/or technically complex, making them unfeasible for many retailers. \ \ This paper shows an approach for individual stores and high streets as a whole to facilitate spatio-temporal customer data collection based on connected mobile devices, Bluetooth beacons, and an underlying multi-sided community platform. A framework of analytical perspectives on customer data regarding various levels of analysis and beneficiaries is conceived, which provides novel design knowledge on location-based smart services for customer behavior analysis and targeted advertising in high streets.

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Aug 16th, 12:00 AM

Beacon-based Customer Tracking across the High Street: Perspectives for Location-based Smart Services in Retail

Easy access to digital analysis of customer behavior and targeted advertising are principal advantages online retailers have over their stationary counterparts. \ Existing manual and digital means for monitoring customer behavior in high streets are expensive to employ and/or technically complex, making them unfeasible for many retailers. \ \ This paper shows an approach for individual stores and high streets as a whole to facilitate spatio-temporal customer data collection based on connected mobile devices, Bluetooth beacons, and an underlying multi-sided community platform. A framework of analytical perspectives on customer data regarding various levels of analysis and beneficiaries is conceived, which provides novel design knowledge on location-based smart services for customer behavior analysis and targeted advertising in high streets.