Lorente-Martínez, Javier; Navío-Marco, Julio; … - In: International Journal of Retail & Distribution Management 50 (2021) 5, pp. 599-618
Purpose: The purpose of this study is to analyse the level of adoption of in-store analytics by brick-and-mortar retailers. Web analytics technology has been widely adopted by online retailers, and the technology to gather similar information in physical stores is already available. This study...