دانلود رایگان مقاله انگلیسی ردیابی رفتار مشتری در روش خرده فروشی با استفاده از RFID - امرالد 2017

ABSTRACT

Purpose The purpose of this study is to explore how tracking of products by the use of RFID technology may describe customer behaviour in real-time. Design/methodology/approach The study was conducted as a field experiment, where a commercially available RFID platform was deployed in the fitting rooms of a fashion retail store. Findings The study demonstrates an application of in-store RFID tracking to describe customer behaviour, and some practical challenges of utilizing such technology. An example typology of four fitting room traits was constructed based on the data collected. Practical implications Different customer types most likely require and respond differently to attention from the personnel operating the fitting room area. By identifying customer behaviour in real-time, it is possible to deliver "best practice" shop stewardship and create a more personalized retail experience. Originality/value The study is based on real-life retail settings, rather than anecdotal management observations or economic and demographic indicators. To the best of our knowledge, few contributions combine RFID and consumer behaviour outside conceptual work or laboratory experiments. Keywords: RFID, Customer Behaviour, Category Management, Retail Operations, Fashion Retail, Supply Chain, Technology in the retail environment.

CONCLUSION

Some contributions look into the enhancement of customer experience through shop floor optimization enabled by RFID data capture, but experimental results from real stores with real customers are limited. Only a few specifically look into the potential of RFID in fitting rooms in combination with point-of-sales data. By looking into more than mere conversion rates, it is possible to demonstrate practical applications of in-store RFID for other purposes than stock keeping and theft control in real-life operating conditions, without very specialised or dedicated equipment. Tag and tagging costs have decreased and the availability of cheap and flexible reading equipment, such as hand readers for shop floor and inventory operations, has increased.

This study demonstrates the viability of using RFID to categorise customers into a number of behavioural traits in the fitting room. RFID data is used to elicit a few broad types of customer behaviour. The typology is based upon fitting room episodes with multiple products, varying with size and/or style, where POS data comparison is used to 'validate' the outcome of each episode; i.e., what the customer ends up buying. In this way, RFID captures customer behaviour that has previously not been known by the retailer, covering the selection process prior to purchase.