Novel Retail Technologies and Marketing Analytics
Journal of Marketing Analytics
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Retailers utilize the latest technology for obtaining consumer data and marketing analytics including IP addresses, geo-fencing data, beacons, behavioral data from the Internet of Things, automated facial recognition data, and radio frequency identification (RFID) tags (Andrews et al. 2016; Blázquez 2014; Lewinski et al. 2016; Luo et al. 2014; Roh et al. 2009). Studies show the value of geo-conquesting, a method of competitive locational targeting enacted by sending mobile promotions to consumers near a competitor’s location (Fong et al. 2015). It is essential to understand how these new technologies can collect marketing information and analytics in a retail environment, and the obstacles they present, especially in terms of data privacy and security. Considering the development of new regulations, such as the European GDPR, more studies are needed on these topics, to assess novel retail technologies for obtaining high-quality marketing analytics. In the following, we present some examples of technologies and potential future research that could contribute to improving the use of marketing analytics in retailing.
Krishen, A. S.
Novel Retail Technologies and Marketing Analytics.
Journal of Marketing Analytics, 6(3),