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2023 | OriginalPaper | Buchkapitel

Analyzing Customer Behavior In-Store: A Review of Available Technologies

verfasst von : Olaf Saßnick, Robert Zniva, Christina Schlager, Matthäus Horn, Reuf Kozlica, Tina Neureiter, Simon Kranzer, Viktoria Müllner, Julian Nöbauer

Erschienen in: Advances in Digital Marketing and eCommerce

Verlag: Springer Nature Switzerland

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Abstract

Online channels collect almost effortlessly a lot of behavioral customer data in a fully automated manner. Providing a comparable number of metrics for traditional brick-and-mortar environments is challenging and requires the introduction of additional sensor technology. In this work a systematic computer science literature review is carried out to provide an overview of measurement objects, associated characteristics, and sensor technologies for brick-and-mortar retail environments. The measurement objects can be divided into product and person detection, with the latter focusing on determining the characteristics of persons, namely frequency, path, and features. From the identified sensor technologies, image and depth sensors are the most versatile, but also require the highest computational effort and infrastructure cost. For the detection of some characteristics, other technologies, like wireless beacons, provide a viable alternative. Results are presented in a suitability matrix. Based on the results we propose a stronger interdisciplinary collaboration between marketing and computer science scholars.

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Nächstes Kapitel Digital Marketing and E-Commerce a Bibliometric Analysis

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Titel: Analyzing Customer Behavior In-Store: A Review of Available Technologies
verfasst von: Olaf Saßnick
Robert Zniva
Christina Schlager
Matthäus Horn
Reuf Kozlica
Tina Neureiter
Simon Kranzer
Viktoria Müllner
Julian Nöbauer
Verlag: Springer Nature Switzerland
Buch: Advances in Digital Marketing and eCommerce
Print ISBN: 978-3-031-31835-1

Electronic ISBN: 978-3-031-31836-8

Copyright-Jahr: 2023
DOI: https://doi.org/10.1007/978-3-031-31836-8_25

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