Are retailers leveraging in-store analytics? An exploratory study

Lorente Martínez, Javier, Navío Marco, Julio y Rodrigo Moya, Beatriz . (2022) Are retailers leveraging in-store analytics? An exploratory study. International Journal of Retail & Distribution Management, Vol. 50 No. 5, pp. 599-618

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Título Are retailers leveraging in-store analytics? An exploratory study
Autor(es) Lorente Martínez, Javier
Navío Marco, Julio
Rodrigo Moya, Beatriz
Materia(s) Economía
Empresa
Abstract Purpose The purpose of this study is to analyse the level of adoption of in-store analytics by brick-and-mortar retailers. Web analytics technology has been widely adopted by online retailers, and the technology to gather similar information in physical stores is already available. This study explores how such technology is valued and adopted by retailers. Design/methodology/approach This study is based on interviews and a focus group of 21 retail executives using a semi-structured interview methodology. An in-store analytics service was defined, along with specific key performance indicators (KPIs) and use cases to structure respondents' feedback. Findings Although noteworthy differences have been found in the value of KPIs and use cases by type of business, the main finding is that none of the respondents reached the stage of a brick-and-mortar data-driven company. In-store analytics services are in the early stages of Rogers' (1983) model of diffusion of innovations. Three main reasons are presented: lack of technology knowledge, budget priority and a data culture inside the companies. Practical implications The results should encourage scholars to further investigate the drivers accelerating the adoption of these technologies. Practitioners and solution providers should strive for improvement in the simplicity of their solutions. Originality/value This study is the first to analyse the level of adoption of in-store analytics from the perspective of retailers.
Palabras clave Brick-and-mortar
In-store Analytics
Technology Adoption
Retail
Editor(es) Emerald
Fecha 2022-05-03
Formato application/pdf
Identificador bibliuned:DptoOE-FECO-Articulos-Jnavio-0006
http://e-spacio.uned.es/fez/view/bibliuned:DptoOE-FECO-Articulos-Jnavio-0006
DOI - identifier https://doi.org/10.1108/IJRDM-04-2020-0151
ISSN - identifier 0959-0552
Nombre de la revista International Journal of Retail & Distribution Management
Número de Volumen 50
Número de Issue 5
Página inicial 599
Página final 618
Publicado en la Revista International Journal of Retail & Distribution Management, Vol. 50 No. 5, pp. 599-618
Idioma eng
Versión de la publicación acceptedVersion
Tipo de recurso Article
Derechos de acceso y licencia http://creativecommons.org/licenses/by-nc/4.0
info:eu-repo/semantics/openAccess
Tipo de acceso Acceso abierto
Notas adicionales This is an Accepted Manuscript of an article published by Emerald in "International Journal of Retail & Distribution Management, Vol. 50 No. 5, pp. 599-618" on 03 may 2022, available at: https://doi.org/10.1108/IJRDM-04-2020-0151
Notas adicionales Este es el manuscrito aceptado del artículo publicado por Emerald en "International Journal of Retail & Distribution Management, Vol. 50 No. 5, pp. 599-618" el 03 de mayo 2022, disponible en línea: https://doi.org/10.1108/IJRDM-04-2020-0151

 
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Creado: Wed, 10 Jan 2024, 21:12:08 CET