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Collecting Consumer Behavior Data with WLAN

Author

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  • Patrik Skogster

    (Rovaniemi University of Applied Sciences, Finland)

  • Varpu Uotila

    (Turku School of Economics, Finland)

Abstract

Knowing consumers’ shopping paths is an essential part of successful retailing. Good space management requires accurate data about consumer behavior. Traditionally, these data have been collected through, for example, panel interviews, camera tracking, and in-store observation. Their nature is more or less subjective. Modern technology makes it possible to use more objective methods, such as wireless local area network (WLAN) and radio frequency identification (RFID). In this article we examine the possibilities WLAN provides information systems studies. The empirical data is collected from a large DIY (do-it-yourself) store. The results show that WLAN has great potential for accurate and objective data collection processes and modeling data in retailing.

Suggested Citation

  • Patrik Skogster & Varpu Uotila, 2008. "Collecting Consumer Behavior Data with WLAN," International Journal of Information Systems and Supply Chain Management (IJISSCM), IGI Global, vol. 1(2), pages 57-75, April.
    • Handle: RePEc:igg:jisscm:v:1:y:2008:i:2:p:57-75
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    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/jisscm.2008040104
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    Cited by:

    1. Pawel Rymarczyk & Piotr Golabek & Sylwia Skrzypek - Ahmed & Magdalena Rzemieniak, 2021. "Profiling and Segmenting Clients with the Use of Machine Learning Algorithms," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 2), pages 513-522.

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