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

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.