Retail Intelligence is the set of tools and applications focused on the creation and
management of knowledge through the recollection, processing, interaction and analysis of information generated in all operations performed by any retailer.
Retail Intelligence applications can relate in real-time and interactively, the internal variables (range, space, pricing, promotions, staff, sales) with the
external variables (influence zone and its commercial mix), with different parameters of the shopper's behavior, such as
pedestrian
A pedestrian is a person traveling on foot, whether walking or running. In modern times, the term usually refers to someone walking on a road or pavement, but this was not the case historically.
The meaning of pedestrian is displayed with ...
flows and magnitudes, length of stay, occupancy, hot spots, etc.
These applications provide users with a greater understanding of the current functioning of the points of sale and the
buyer behaviour (shopper), to anticipate future events, with the aim of improving the competitive position of its portfolio of stores increasing
profitability, efficiency commercial and
customer service, and identify new business opportunities.
Operation
Retail Intelligence tools combine the technology hardware (readers of traffic,
people counters,
motion sensors) with
management software
Project management software (PMS) has the capacity to help plan, organize, and manage resource tools and develop resource estimates. Depending on the sophistication of the software, it can manage estimation and planning, scheduling, cost control an ...
used for data access tools and provide reports, analysis, views and alerts to users.
Tools
Retail Intelligence includes the following tools:
* External Traffic reader: sensor that allows external counting.
* In&Out traffic counter: sensors that count in&out traffic at points of sale, allowing to separate the inputs and outputs as well as gauging and measuring the average time of stay.
* Motion sensors: sensors that enable the flow behavior of customers, distinguishing the hottest areas from the least visited at each point of sale.
Access to information is done interactively, via
intranet
An intranet is a computer network for sharing information, easier communication, collaboration tools, operational systems, and other computing services within an organization, usually to the exclusion of access by outsiders. The term is used in c ...
and through tiered access, providing reporting, analysis, views and alerts to users.
References
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* Medina Soto, Jorge Alfredo (2005)
Business Intelligence: conceptos y actualidad* Jay Lindquist and Joseph Sirgy (2008), Shopper, Buyer, And Consumer Behavior: Theory, Marketing Applications, And Public Policy
* Distribución Actualidad (2010)
Business intelligence terms