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Go Back to www.FleaMarketZone.com MARKETING Tracking Customers


DO BRICK and mortar retail- ers know what their customers want and need? Since in-store customer service is all about face-to-face interaction, many would believe this to be true. While the store owner’s goal is to get to know each and ev- ery customer with the hope of gaining loyalty, sometimes the shopping rush shortens those personal interactions. So what happens to consumers that come in just to browse, never saying a word and leaving with- out a purchase; what are they thinking and feeling? The truth is online retailers


are the ones who have better ac- cess to customer data, including how long a shopper lingers on one category or product page, what items receive the most clicks, and how each shopper came to access the online store. Analysis of this data then helps the online retailer decide which products to increase inventory on, what marketing channels have been successful, what items to start marking down, and more. However, with ad- vanced biometric technology, brick and mortar merchants will no longer have to rely solely on their sales numbers at the end of


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each quarter, working on an im- mediate in-store marketing plan based on real-time research. While some may perceive the


approach of using hidden cam- eras as an intrusion of privacy, Bloomberg.com explains, “Since the 1970s, consumer behavior- ists such as Paco Underhill have


continued on page 101


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