Comportamiento de consumo en puntos de venta físicos: aplicación de smart data

Abstract

When it seems that online commerce is growing quickly, and when it seems that physical trade begins to decline in favor of the first, there is a need, more than ever, to know the real behavior of consumers in physical and traditional trades. This is: the points of sale must anticipate the purchasing decisions of consumers (and buyers and users) to be able to offer the best conditions and adapt the 4P to each client. For this it is almost essential to know certain habits and personal routines that can be predictable and, consequently, become subsequent purchases in commercial spaces. This is where the emergence of retail intelligence, technology that uses Big Data to approach potential customers in order to increase sales of companies. The objective of this study is to show this use of Big Data for direct and clearly commercial purposes.