How stores track your shopping behavior | Ray Burke | TEDxIndianapolis
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- Опубліковано 14 тра 2024
- This talk was given at a local TEDx event, produced independently of the TED Conferences. Why are companies so intent on using technology to track our behavior? Our actions reveal what we desire, how we shop, and why we buy. Retailers can now learn so much more about shopper behavior than ever before, and while these “big data” applications create concerns about privacy, the detailed data can be used to design stores, product offerings and promotions that connect with our interests, speed up the shopping process, and help us find items we will buy. These new tools are critical to improving store efficiency and shoppability; and offer a vision of the future of retailing.
Raymond R. Burke (Bloomington, IN USA) is the E.W. Kelley Professor of Business Administration at Indiana University’s Kelley School of Business, and founding director of the School’s Customer Interface Laboratory, a state-of-the-art facility for investigating how customers interact with new retail environments and technologies. His research focuses on understanding the influence of point-of-purchase factors-including new products, product packaging, pricing, promotions, assortments, and displays-on consumer shopping behavior.
Dr. Burke has served on the faculties of the Harvard Business School and the University of Pennsylvania’s Wharton School. His articles have appeared in several major journals, including the Harvard Business Review, the Journal of Consumer Research, the Journal of Marketing, and Marketing Science.
About TEDx, x = independently organized event In the spirit of ideas worth spreading, TEDx is a program of local, self-organized events that bring people together to share a TED-like experience. At a TEDx event, TEDTalks video and live speakers combine to spark deep discussion and connection in a small group. These local, self-organized events are branded TEDx, where x = independently organized TED event. The TED Conference provides general guidance for the TEDx program, but individual TEDx events are self-organized.* (*Subject to certain rules and regulations)
There are times where such research can be mutually beneficial, but keep in mind that shoppers' goals are different from the business' goals. The business wants your money. The shopper wants to get a good deal on the items they need/want. I've seen plenty of instances where this research on consumers, shopper behavior, etc is used against the shoppers, not for their benefit, but just to increase profits. One example is the eye tracking he talks about. It can be used to make it easier for you to find what you want, but what do most stores do? They put the higher profit items in those areas and hide the better deals on higher or lower shelves (heck, sometimes you can't even get to the better deals because the big display in front of the shelves is blocking access).
As a shopper, as long as it helps me to have a better shopping experience. As a retail business owner, this info is priceless. Some simple approach that able to increase sales revenue without investing too much money.
I am amazed that some folks on this thread are surprised there is psychology and behavioral research being used by retailers!
it is more like disgust than surprise
Such an outstanding overview of Neuro Marketing. Interesting.
i gotta watch this for school... -_- ... and answer questions. lol
OMG!! me too. I came to the comments to find easy answers. You were the first comment I saw :D
Hello , can you please send your report to me? It would be of really helpful! Will be using it for reference purpose.
@@dfggrdsgr3915 e²
yea same here
Shopping online and consumer buying behaviour is the next challenge for retailers.
Watching this in 2021...and the future of retail went online...tho the basic principle of tracking consumer behavior and making adjustment accordingly remains to be the same :)
Insightful. He should also be talking about the other data point. More than 58% of purchases in supermarkets are unplanned and instantaneous as well.
loved it !
This is brilliant!
15:45 at last you got it right
Like Given👍🏻
Excellent! I love it the best way of using technology.
Sajid Rashid ğ
do anyone know the brand of camera his company using?
hmm. why do I feel more like my privacy is being interrupted verses the retailer helping me?
because you are right
Dystopia where we can't just be happy selling stuff in a store.
Technically the incorporation of this tech is comfortably within legal boundaries. Which means the implementation of this tech in order to maximize profit and appease shareholders doesn't infringe upon any legal policies. Whether it is ethical however, depends on what angle you use to rationalize modernized scientification...
Big brother of a different scale
are you up to date on your vaccines?
straightened product is found on Avg 3 seconds quicker
Wish H&M would take this advice. All the stuff I want to try/buy is on a high shelf. Yes, I'm in a wheelchair, so I'm shorter than most people, but it's also too high for most of my taller friends, who range between 5'8" and 6'3".
This is pure statistics. If placing stuff on high shelf means 30% decrease in sales, they won't do it. I hate this scientification of marketing, because of it I can't find corduroy pants and white grapefruit juice anywhere anymore.
I run across the same issue. I'm 5'3" and can't reach stuff on the top shelf at the grocery store. However, 75% of the stuff I buy on a weekly basis they moved to the top shelves. Since I live in a small town and there are only 2 grocery stores, I don't exactly have a ton if choice in where to shop.
What I've ended up doing is buying more of my groceries online. That did get the store's attention, when they saw I was spending much less per week. It didn't inspire them to fix the problem though, just inspired them to clutter my email with coupons for stuff I don't buy until I unsubscribed.
Walmart where I live has been putting some of the items I like to get on the very bottom of the shelves. Once I get down to the ground to see if there are any more of the item I’m looking for further back (sometimes hidden behind the product next to it). Well, think I have it, NOW, it’s a matter of being able to stand up straight again. This might take maybe about 10-20 minutes. Wheelie cart comes in handy once I am up and can navigate the aisles again. Hopefully not hunched over or in some odd body twisted anguish by the time I get ready to check out.
America must protect the Village and protect our citizens..., we must be willing to shed our privacy in the public sphere in an effort to provide proper surveillance by Law Enforcement.
Privacy and security are in a constant struggle. How much privacy should citizens be expected to give up in the name of security? As I recall, the ironically named "Patriot Act" gave the government much broader legal ability to spy on and detain citizens. That said, the focus of this video was more toward how stores are studying customers and using that data to increase profits, with the speaker pitching this as mutually beneficial. I can imagine that with such vast troves of data available, the goverment is probably searching for ways to get their hands on it, all in the name of keeping us safe, of course.
11:40 nice the clearance stuff to middle of store lol. We have limited money guy and budgets
Bill Hicks has a message for this guy.
You can analise behaviour of customers in a inexpensive way, avoiding problems of cameras related with privacy, take a look to Seeketing technology. Because it can not only generate unuseful heat maps, ...
Mind blowing statistics @12:29
How can this help local, independent retailers, who may not be able to afford consultants and high tech solutions?
+Becky R I don't think consultants and expensive tech are necessarily needed to do the same thing. Individuals retailers can experiment themselves by observing and analyzing their customers and how they act in the store.
SquiggsMitchell lĺo
Research that is published can benefit anyone who bothers to track it down and read it. You can also learn some of the tricks the "big boys" use by watching Ted talks like this one as well as other videos on marketing and on how stores get you to spend more than you intended.
This video gave very specific information about eye tracking and where shoppers look the most. Anyone who watched the vid now has the knowledge and can use it as they see fit.
Personally, I watch these kinds of vids to see what tricks stores use so that I can be on the lookout for them and not get suckered into shelling out more cash than I intended.
They can use the learnings and reports with less usage of technology..the principles remain same...and for small retailers and mom and pop shops their store format is very different they don't have large assortment and the brands need to stand out within limited space..optimizing shelf space and visibility is the key again
Nice
3:55 well 1 way i can suggest maybe the experience better is eliminating so many options such overwhelms people. I don't want to scour over a huge multitude of similar products with same function just to confuse me. I end up leaving with nothing.
07:24 this reminds me of a comedy skit hahaha
That's just great to watch this now, worse knowing this is a 7 year old video too. The exponential amount tech has progressed is now terrifying. AND they can track eye movement, all the way back then? Holy shiznit, I'm def busted.
Ya I'm openly admit it, i started shoplifting when got financially challenged and desperate, and it's increased. Mind you these are grocery stores and Walmart. I heard an employee that looked at me funny, as if recognized me but didn't, say "that's that guy" that I'd recently bought $50 bag of dogfood with a 55¢ barcode from cornbread mix, no facial covering with no attempt at hiding my identity, just a blatant quick purchase, AND I noticed after walking to my truck that i dropped the barcode cutout lolol derrr. BUT also been grabbing other stuff routinely like otc sleep aids often at 6x doseage suggestions for several years. Ya that adds up, esp with facial recognition. So i started looking into security techniques and become more aware of the environment now, and have noticed plenty undercover cop shoppers now, with one (suspected cop) actually making contact and used my t-shirt as the breaker asking where I'd gotten it. He also looked the part, however it was a really good shirt for gun buffs. I'm wanting to believe it, but he did seem to be genuinely inquiring, although i highly suspect he was cop. Although he was still in there and just checked out as I went back inside few minutes later bc I forgot something, and seemed or played a bit unaware of me when I stopped him as we walked past each other, but maybe he was watching me threw the store glass. I'm 50/50 on it. But other guys "talking with phones to their ears" with camera pointed my direction. Yeup. I could tell myself "na not me, I'm small potatoes" compared to other crimes. But I'd imagine if accurate, I've racked up quite a bit over time. Pretty pathetic too.
"ALL WE DID IS ADD CRACK TO YOUR SPAGHETTI AND SALES JUST...."
Cool
I don't like idea of so much being collected about me which can possibly also lead to misleading
Main ideas of the lecture is divided in these times.
4:33
10:46
15:15
Destroyed ALL of my grocery store customer loyalty cards. F.U. Creepy big data!
🤣😂
what is this job called?
how can I become someone like that guy, what do I have to study?
Maybe you should start by studying social sciences.
I think it's called Trade Marketing @Dani Erter
its called neuromarketing mate, take a degree in marketing and sky's the limit
Actually, it's psychology. It's consumer behavior research.
it isn't watching shoppers, IT'S STALKING UNINFORMED SHOPPERS !!
LOL
super true!!!!!!!! glad i am not the only one who sees it that way .
good
Here is my problem with it. Companies need to disclose to their customers what they are doing so the customer is aware. If they are doing it behind the scenes and customers are found out, it puts the company in a bad light.
If you owned a brick and mortar retail store, wouldn't you try to find the best way to arrange your goods that maximizes revenue and reduces the amount of time shoppers are in the store? If you can move the items that people always look for to the front of the store everyone wins- the people get what they need without having to walk all over the store. You make them happier-- and they come back.
This is how stores are able to do that.
When its for mutual benefit, then yes, it can be a good thing and can be positioned as research done to improve your shopping experience. The problem is that businesses have abused trust, especially the bigger ones. Much of their research and tracking customers is done with pure profit motive and any benefit to the customer can feel more like a happy accident than like it was the businesse's goal. Some stores do benefit from making it easier to find what you want and for them, this research is mutually beneficial. Other stores feel there's more profit to be had making it hard to find what you want and forcing you to traipse through the whole place to find it, while strategically placed higher profit items are easy to find...clearly they hope you load up on impulse buys during your search. It may work for some, but if I can't find what I'm looking for, I just leave and buy it online.
@@randomstuff-qu7sh True, to a point. I’m not going to spend an inordinate amount of time looking for something. I try to memorize the items and locations on the shelves for the stores closest to where I live because that’s usually where we do most of our grocery shopping.
One day we had to travel about 30 mins away (needed assist of Navy FCU rep) so since we were in the area, I decided to check out this grocery. I can’t remember the name of it. I walk in and look at the aisles and see that they are only numbered. Nothing else. So, I’m expected to walk down every aisle?
Where can I find such and such? Maybe if I lived around the corner and shopped there all the time, I would know it’s in aisle 4 and not in aisle 15. How does this store expect people who are traveling and need an item on the quick to find it in that store? Let’s face it, sometimes you can’t find an employee willing to assist either.
this is a privacy concern and i feel violated. I am in online marketing and i sell graphic design resources but i dont email or track them or bother them because i hate it. We hate it.
And after a while you will bankrupt. Every digital marketing specialist should track the customers and how they behave on their store. That's why every website has cookies.
True. In the meantime, though, most of the independents will likely go out of business.
I can't belive he's so proud of these topinc in general, sick, it's like some dude sick of power found out the trick to have consumer slaves
I mean that's just how marketing works?
everything they have figured out, is the same info my mom told me for free about cleaning my room
6:25 ''It looks like someone who is counting calories here''
*Cheetos, Pringles, Popsicle, Ice cream*
Leave me aloneeeeeee!
I went on a date in Tokyo. We both carried smart phones. After that The System fed me photos of people who looked like her. We hadn't exchanged email or anything online. They had tracked our parallel movements and matched us up that way. That's when I realized how thoroughly I was under surveillance.
Yesterday I went to a park and did some chinups. Later that day UA-cam recommended chin-up exercise videos. They knew what I had done, just from my having the phone in my pocket.
Then there are airports where they force you to walk a long, convoluted maze of shops. Now I know how lab rats feel.
They're going to sell my data to the highest bidder. I'm sure it's legal, and the consumer will never find out. OK, suppose somehow something goes wrong and the consumer finds out. Just what is the shopper going to do about it? Move to Venezuela?
I feel like this guy had a long, tall draught of the Kool aid, yo. Customer loyalty programs track what you shop so they can raise prices on the items you like! Sure, they prob send you some coupons, too. You're gonna need 'em for $20 razors.
Cynical, but somewhat true. I always felt like the grocery store was tracking what I liked buying so they could stop selling it. Over the course of 2 years, they stopped selling over 50% of the things I bought on a weekly basis. When I asked the manager about it, she said it was a supplier issue; they can't stock items that no longer exist.
Perhaps I should become a consultant. Have stores pitch products to me and if I like it, tell them it won't sell XD
TRUE, and the coupons are worthless just some stranger telling you they know what you like, it is blackmail for peaches, and roman tomatoes
Ok
So basically all these cameras can see my eyes looking for them so I can sticky finger something haa jokes on me thinking I'm being cautious and sneaky lolol
Oh man, I should imitate Jack Sparrow (Never be direct in you attentions), Hide every move & decision with deceiving noise.
this is what's life supposed to be ? it's harming people ..
This tedtalk gives a frightening glimpse into the future. Businesses don't want our confidence so much as they want our money; it's the basic equation of capitalism. But as Mao, Stalin, Lenin and others have proved, capitalism is marginally better than communism. I learned in kindergarten, never completely trust someone who says they are dividing the cookies fairly.
plano!!!
Some are so concern about their privacy like they are so important. You the pope? You afraid that the retailers will find out you have someone chained up in your basement?
Ever hear of someone shopping for a friend/neighbor/family member that does not live with you? Honestly, quit
assuming 🖐🏼
How will we know info from these algorithms wont be shared other than "we will lose trust in the store or brand? " Are you kidding me? Do stores actually care about individuals, or do they go off volume? Yes thats right, they go off volume. And if they are all sharing their information with each other then who do you hold accountable? Because were not talking about mom and pop useing this are we? No, were talking about stores like Wal-Mart. Its all quite anonymous on their part but not so anonymous on yours. So, the information wont be shared, You mean the way face book and other social media says it won't share information? Beware this and tell them no! We will not be tracked. If you suck at selling things then you need to pay and actual person to fix your problem!
eek
Retail spies and consumer lab rats. Data is gold now. Once you're aware of sales tactics, nothing is lost on your eyes ever again.
The solution :-)
要不是老師的作業，我才不會看這種東西==
真的
I'm going to start wearing masks in public
That will be entertaining when you go to the bank =)
there u go
The prophecy has been fulfilled!
This aged surprisingly well.
If my mum is in there, its gonna be red everywhere
All I know is mind control, mind control is all I know.
Other words, There is no privacy, YOU ARE SPYING ON EVERYBODY
Know your enemy.
Oh shoot, this kinda scary
High tech professional stalking...can you see the future?
Shoppability, what a lie, it is called increasing sales revenue. They just want to make more money. Say it to the face, bro ;P
Big brother is watching and this will be used against us. They trying to make it innocent. I don't agree with it. I think we need to stop this before it becomes the norm.
It IS the norm. It is established practice.
Look o
nice video man woman
If I buy a Eminem CD will they give me free tickets?
Btw I dont want my privacy invaded
China is too futuristic now
Anyone from 2024?
This entire industry has the greasy stain of virulent capitalism. Taking your personal data, appearance, habits, thoughts and monetizing it is pretty despicable...especially since law enforcement can obtain this data for mining purposes.
You no longer own your own identity. Think about tht.
This is very disturbing.
PEEPING TOM.... LEAVE US ALONE
Smoking= yellow teeth.
It good indicator of economics and population but it can be manipulated by big powers