Anatomy of Retail In-Store Analytics in Enhancing Customer Experience: Review of Existing Studies

Abstract

Today, technology helps retailers integrate various In-Store techniques to understand their customers better. In-Store Analytics has been in use in the retail industry for a long time, where retailers administer their Customer Analytics manually. The purpose of this study is to carry out a detailed review of existing literature on concepts of customer experience (CX) and In-Store Analytics. The authors used secondary sources of collecting data obtained from existing researches, and articles published on In- Store Analytics. This study reported that the implementation of In-Store Analytics should meet organization needs such as insight creation, market optimization, CX improvement, category and pricing optimization, performance management, and sales improvement. Keywords: Business Decision: Customer Experience: Retail Environment: Digital Technologies: Customer Privacy: In-Store Analytics.