The Third Wave of Marketing Intelligence
2006, Retailing in the 21st Century: Current and Future Trends
Raymond R. Burke
Recent innovations in the real-time tracking of customer behavior in retail stores allow marketers to measure consumer response to the in-store environment and manage the shopping process. This chapter reviews the genesis of customer experience management, describes available tools for tracking shopper behavior and measuring store performance, and discusses two case studies which illustrate the use of tracking research in retail settings. The paper concludes with a discussion of the challenges in conducting computer-based observational research and future directions.
Burke, Raymond R. (2006), "The Third Wave of Marketing Intelligence," in Manfred Krafft and Murali Mantrala (eds.), Retailing in the 21st Century: Current and Future Trends, Springer, pp. 113-125.