Download PDFOpen PDF in browserRetail Surveillance: from Consumers’ Interaction to Data Extraction When In-Store and OnlineEasyChair Preprint 1384210 pages•Date: July 6, 2024AbstractThe 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
|