Data Mining for Small Shops: Empowering Brick-And-Mortar Stores Through Bi Functionalities of a Loyalty Program
Zusammenfassung
ABSTRACTWhile the analysis and usage of data are increasing in importance, the application of sophisticated BI solutions in small stores is limited by available technical capabilities and financial resources. This study investigates how brick-and-mortar stores can benefit from an expansion of service functionalities of a cross-industry loyalty card provider. Digitalizing the loyalty program created new opportunities, while the analysis of shopping data of 13~years, 19,000 customers, and 55 shops empowered data-based decision support.
Schlüsselwörter
Customer loyalty; case study; brick-and-mortar stores; business intelligence; loyalty programs
Zitieren als
Kamm, M., Kucklick, J., Schneider, J., & vom Brocke, J. (2021). Data Mining for Small Shops: Empowering Brick-And-Mortar Stores Through Bi Functionalities of a Loyalty Program. Information Systems Management, 38(4), 270–286.Details
Publikationstyp
Forschungsartikel (Zeitschrift)
Begutachtet
Ja
Publikationsstatus
Veröffentlicht
Jahr
2021
Fachzeitschrift
Information Systems Management
Band
38
Ausgabe
4
Erste Seite
270
Letzte Seite
286
ISSN
1058-0530
DOI