RT journal article
T1 How Big Data Collected Via Point of Sale Devices in Textile Stores in Spain Resulted in Effective Online Advertising Targeting
A1 Jiménez-Marín, Gloria
A1 Sanz Marcos, Paloma
A1 García-Medina, Irene
A1 Farias Coelho, Patricia Margarida
A2 Marketing y Comunicación
K1 Advertising
K1 big data
K1 communication
K1 textile
K1 retail
K1 smart data
AB Abstract—In these days of online commerce, we need to know the real behaviorof consumers in physical stores: the points of sale must anticipate the purchasingdecisions of consumers in order to be able to offer the best buying experienceas well as tailor the marketing variables to the specific needs of each consumer.This is where retail intelligence emerges, especially in the textile industry,as a potential technology that makes use of extremely large data sets (“big data”)to engage potential customers better in order to increase company sales. The objectiveof this study is to show how big data can be effectively leveraged for directand clear commercial purposes in textile stores. The development of research isbased on the analysis of the application of systematic observation of consumerbehavior in three main streets in Spain known for textile retail stores and interpretingtheir differences. The results show that data collected through variouspoint-of-sale devices have a significant influence on retail revenue. The differencesbetween commercial areas and the relative attractiveness of the textile tradein different cities are also borne out by the results. The main conclusions point tothe need to improve the profitability of textile fashion stores on the back of promotionaltactics that focus on the number of estimated customers and the possibilitiesof selling to them. All of the aforesaid have a significant influence on howadvertising planning is carried out for retail stores.
PB International Journal of Interactive Mobile Technologies
SN 1865-7923
YR 2020
FD 2020
LK http://hdl.handle.net/10498/31269
UL http://hdl.handle.net/10498/31269
LA eng
DS Repositorio Institucional de la Universidad de Cádiz
RD 12-nov-2026