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European Retail Research: 2011 Volume 25 Issue I by Dirk Morschett, Thomas Foscht, Thomas Rudolph

By Dirk Morschett, Thomas Foscht, Thomas Rudolph

The am of ecu Retail learn is to put up attention-grabbing manuscripts of top of the range and innovativeness with a spotlight on retail researchers, retail teachers, retail scholars and retail executives. because it has continuously been, retail executives are a part of the objective crew and the data move among retail learn and retail administration continues to be part of the publication's notion. ecu Retail examine welcomes manuscripts on unique theoretical or conceptual contributions in addition to empirical learn - established both on large-scale empirical information or at the case-study strategy. Following the state-of-the-art in retail study, articles on any significant concerns that obstacle the overall box of retailing and distribution are welcome.

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If personal or household-related data, such as information on the household size and income, place of residence and profession, is available for certain customers and the people in question have granted their permission to use this data for the purposes of behaviour research at the POS, how the wayfinding differs for different socio-demographic groups can be determined. As in such cases a personal or household-related analysis of historical data is also possible, how the wayfinding of people or households remain similar or change over time can also be ascertained.

25, Issue I, pp. 27-45 the attention & approach behaviour at the product carriers and, if necessary, the in-store media could also be verified. g. via the correlation of POS behaviour and needs that result from the household size, place of residence and profession. g. information on new products, changes in position and current sales promotions. 4. Legal Limitations and Social Acceptance For the recording of the shelf- and product-specific attention & approach behaviour and its statutory regulation, the same observations already mentioned above for recording the wayfinding behaviour apply.

For stationary trade and the sales of manufacturers who have their own stores, RFID technology offers possibilities to register the wayfinding and attention & approach behaviour of their customers. g. by Titus/Everett 1996) decides the visual contacts with the product range and the attention & approach behaviour the sensory impressions. Such customer contacts, which are important success factors of the product presentation and POS marketing, do not figure in the sales data in the checkout scanners.

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