Data Mining for Small Shops: Empowering Brick-And-Mortar Stores Through Bi Functionalities of a Loyalty Program
Abstract
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.
Keywords
Customer loyalty; case study; brick-and-mortar stores; business intelligence; loyalty programs
Cite as
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
Publication type
Research article (journal)
Peer reviewed
Yes
Publication status
Published
Year
2021
Journal
Information Systems Management
Volume
38
Issue
4
Start page
270
End page
286
ISSN
1058-0530
DOI