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RFID-Based Tracking of Shopping Behaviour at the Point of Sale – Possibilities and Limitations

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European Retail Research

Part of the book series: European Retail Research ((ERR))

Abstract

RFID can act as a data-collection method in the study of shopping behaviour (wayfinding and approach & attention behaviour) at the point of sale. This article focuses on the possibilities of automatic RFID-based shopper tracking. Apart from the technical aspects of this data collection, the data analysis is also described. The existing Data Protection Act, further regulations, and consumer and public acceptance are legal and social restrictions. Including these points in the analysis, some practicable and legally permitted methods of RFID-based shopper tracking are presented. If all products are equipped with RFID-Tags in the future, these methods can be extended further. It will be very important to keep the social acceptance and legal restrictions in mind. Under these circumstances, consumer research at the Point of Sale stands to gain greatly from these new methods – not only for retail marketing but also manufacturer marketing.

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Authors and Affiliations

  1. University of Göttingen, Germany

    Günter Silberer

  2. University of Göttingen, Germany

    Stefan Friedemann (Chair of Application Systems and E-Business)

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  1. Günter Silberer
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  2. Stefan Friedemann
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Dirk Morschett Thomas Foscht Thomas Rudolph Peter Schnedlitz Hanna Schramm-Klein Bernhard Swoboda

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Silberer, G., Friedemann, S. (2011). RFID-Based Tracking of Shopping Behaviour at the Point of Sale – Possibilities and Limitations. In: Morschett, D., Foscht, T., Rudolph, T., Schnedlitz, P., Schramm-Klein, H., Swoboda, B. (eds) European Retail Research. European Retail Research. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-8349-6235-5_2

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