engleski

Discovering shoppers’ journey in retail environment by using RFID

Understanding the customers’ needs is becoming more and more important in retail as it may provide valuable information that can be used to improve customer’s shopping experience and product sales. Knowing about customers’ behaviour within the store can provide information for improving customer relationship management and including real-time capabilities. This paper presents an experimental system for shopping path tracking and analysis that uses RFID for positioning shopping baskets. The collected data is used for determining customer presence and movement through a store, as well as time spent in specific store segments. The field trial of the proposed system in a real store is presented.

Shopping journey; customer tracking; RFID

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