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Are retailers leveraging in-store analytics? An exploratory study

Javier Lorente-Martínez (Department of Management and Business Organization, Universidad Nacional de Educación a Distancia, Madrid, Spain)
Julio Navío-Marco (Department of Management and Business Organization, Universidad Nacional de Educación a Distancia, Madrid, Spain)
Beatriz Rodrigo-Moya (Department of Management and Business Organization, Universidad Nacional de Educación a Distancia, Madrid, Spain)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 30 September 2021

Issue publication date: 3 May 2022

654

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.

Keywords

Citation

Lorente-Martínez, J., Navío-Marco, J. and Rodrigo-Moya, B. (2022), "Are retailers leveraging in-store analytics? An exploratory study", International Journal of Retail & Distribution Management, Vol. 50 No. 5, pp. 599-618. https://doi.org/10.1108/IJRDM-04-2020-0151

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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