Retail Surveillance: from Consumers’ Interaction to Data Extraction When In-Store and Online

EasyChair Preprint 13842

Abstract

The increasing diffusion of technology offers new possibilities to collect data from the interaction with consumers. This study aims at providing a comprehensive understanding of the retail technologies available (classified according to different approaches), and the kind of data they can extract from this interaction, with emphasis on the customer journey stages. Our results show the extent to which the huge amount of extracted data might led to a certain surveillance. Consequently, this phenomenon opens new lines of inquiry related to the benefits and pitfalls of (retail) technological surveillance both in online and offline shopping settings. In this way, our results suggest guidelines to support the development of better practices to embrace retail technology and extract consumers’ data

Keyphrases: Retail surveillance, Technology, consumer interaction, data, surveillance

@booklet{EasyChair:13842,
  author    = {Dinara Davlembayeva and Eleonora Pantano and Davit Marikyan and Francesca Serravalle and Daniele Scarpi},
  title     = {Retail Surveillance: from Consumers’ Interaction to Data Extraction When In-Store and Online},
  howpublished = {EasyChair Preprint 13842},
  year      = {EasyChair, 2024}}