Ringvorlesung

Mobile In-Store Analytics: Examining Shopper Behavior and Reactions to Location-Based Mobile Promotions

Lecture Series Data Science

Fr 17.01.2020
11:00 – 12:30
Universitätshauptgebäude (UHG)

In each winter term BiCDaS offers a lecture series on data science. It takes place on six different Fridays throughout the term.

We are proud to once again have convinced a highly skilled set of internal and external data science professionals to join us as speakers.

This lecture will be held by Prof Dr Tobias Schäfers (Marketing, Copenhagen Business School) and Stefan Brinkhoff (Marketing, TU Dortmund).

Sensors embedded in mobile phones allow for analyzing contextual factors, such as consumers? current outdoor location, and use it for targeting purposes, which was shown to improve customer responses to mobile promotions. However, many customers also use their phones inside of stores, which provides opportunities for better understanding in-store behavior and for location-based targeting during the actual shopping process. We present the results of a unique large-scale field test, which we conducted in cooperation with a fashion retailer. Specifically, we developed and employed a mobile application that is capable of tracking customers in the store and of delivering individualized promotion messages. We use the application to examine the effects of in-store behavior on purchases, and to conduct a between-subjects experiment that tests the effects of different location-based promotion types.

Kontakt

  • Bielefeld Center for Data Science (BiCDaS)
bicdas@uni-bielefeld.de

Universitätshauptgebäude (UHG)
Raum:
C2-136

Zielgruppe:
alle, Lehrende, Studierende, Wissenschaftler*innen

Öffentlichkeit:
öffentlich

Link zur Event-Website