Data Mining for Small Shops: Empowering Brick-And-Mortar Stores Through Bi Functionalities of a Loyalty Program
Kamm MR; Kucklick J; Schneider J; vom Brocke J
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