To understand the
customer better than anyone in the market will be the primary goal of every
firm. The behaviour of every consumer changes drastically every second in this
fast moving world. Companies have to act in pace with their changing
expectations day by day. The hardest thing is that, every time their behaviour
could not be tracked and comprehended manually.
The
in-store observers responsible for studying customer’s shopping activity could
not facilitate the smooth happening of their study round the clock. After all,
they are not programmed machines. There are few technologies opted by those
consumer behaviour analyst and researchers. These technologies help them to
gain insight about the happening in the store that leads to understand the
behaviour of each and every customer shopping in their store.
In-store
video cameras through video intelligence, offer general route data , shopping
points and help them to improve work force management. But the main drawback of
using in-store cameras is, the overwhelming volume of information that are
needed to be screened all the time.
The
wireless transmitters are used in tracking the shopping activity of the
customers. When the wireless transmitters are inserted into a shopping cart,
the sensors provide data about the cart’s movement where they move and where
they halt. But the main drawback is that, the sensors track the cart and
definitely not the shoppers.
The
RFID cards, eye-tracking and the motion-tracking devices helps this study a
lot. Accurate information could be obtained through them but for bringing in
customer’s collaboration and co-operation is a hectic job for the researchers.
Behavioural data collection from eye-trackers, motion sensors, wireless hand-held devices or shopping cart sensors
are no longer enough for the complete understanding of consumers. Above all, a
true consumer behaviour tracker is putting yourself in the shoes of theirs. The
real time visible information without the customer’s collaboration must be
obtained for the study of their behaviour.
- Gurusheela
Palanichamy
