There is a consensus about the fact that a unique and engaging customer experience is the way brick-and-mortar stores can add value to the consumer journey. Although data analytics have become the norm to uncover the online customer journey, the practice is still in its infancy in the offline world. In the digital space, e-commerce companies use big data and artificial intelligence to predict and influence online customer behaviour without the customer even being aware. Gaining the same level of customer-centric insights and influence in physical, brick-and-mortar retail is a daunting task. In this case study Telenet, Haystack and Nurama went on a quest to understand the customer journey in a brick-and-mortar store in detail. By combining store exit surveys with behaviour measurement, captured by loT1 sensor fusion technology, we unlocked the way to digitise and optimise store experiences in line with the digital world. This case illustrates the power of embracing and fusing new technologies in the research and business insights industry.

Introduction: The need to develop and deploy retail store analytics for a better customer experience

  1. The changed role of the brick-and-mortar store - towards a customer experience economy