Corporations can generate large volumes of data through the products and services they offer to their customers. Analyzing these data appropriately can provide very useful information for optimizing and improving the services offered and even generating new products and services. In short, good data analysis can give a corporation clear competitive advantages.
For a long time it has been common for online shops to analyze their customers’ and online shop visitors’ behavior in order to optimize the visitors’ shopping experience and to measure marketing activities. However, what possibilities does traditional commerce have?
Currently there are different technologies which compete with each other. Already integrated RFID chips on shopping trolleys can analyze the flow of visitors. The smartphone provider Apple favors ibeacon in order to give the shop visitor additional information on the location via his or her smartphone. All these technologies require additional and partly proprietary technology which has to be installed within the shop. (more…)