Home // International Journal On Advances in Systems and Measurements, volume 5, numbers 3 and 4, 2012 // View article

Visual Customer Behavior Analysis at the Point of Sale

Authors:
Johannes Kroeckel
Freimut Bodendorf

Keywords: Customer tracking and tracing, Customer behavior, Retailer Support.

Abstract:
In times of low-cost broadband and mobile internet flat rates advantages such as continuous availability and a large range of products enable online retailers to mature. Since competition grows, web shop owners have to adapt to their customers to remain competitive. Therefore, they record and analyze data about all kinds of customer activities on the web shop to derive optimization potentials and to offer customized services. Stationary retailers, which are regularly in direct competition to web shops lack these possibilities. They are limited to data derived from enterprise resource planning systems, checkout systems or loyalty cards. Hence, the behavior of customers at the point of sale cannot be considered, yet. To address this lack of information an approach is presented that applies video and infrared cameras to record and analyze customer movements and activities at the point of sale. The approach aims at extracting valuable information for the management and sales staff of stationary retailers. Based on the information, services are developed to support decisions regarding the store structure, product range and customer approach.

Pages: 178 to 187

Copyright: Copyright (c) to authors, 2012. Used with permission.

Publication date: December 31, 2012

Published in: journal

ISSN: 1942-261x