Space management in a DIY store analysing consumer shopping paths with data‐tracking devices

Abstract

Purpose Space management is an essential part of successful retailing. Good space management requires accurate data about consumer behaviour. Traditionally, these data have been collected through panel interviews, camera tracking and in‐store observation. Their nature is subjective to a greater or lesser extent. Modern technology makes it possible also to use more objective methods, such as the wireless local network (WLAN) and the radio frequency identification (RFID). This paper seeks to examine the possibilities WLAN provides for facilities management studies. Design/methodology/approach The empirical data were collected from 866 consumer shopping paths in a large do‐it‐yourself (DIY) store using WLAN technology. The data have been analysed with GIS tools. Findings The results show that WLAN has great potential for accurate and objective data collection processes and modelling. This method creates more objective results than traditional consumer tracking methods. Research limitations/implications Only a small amount of previous research has been done and the relevant amount of source material was very limited. This study gives new methodological viewpoints. This is also the main limitation of this study. More empirical data and analysis are definitely needed in order to achieve more reliability and validity. Practical implications This paper gives direct advice in the form of pros/cons for retailers in the usage of WLAN in the consumer tracking process. Originality/value Similar research methods have been utilised only a few times before and only in the grocery retailing industry. This is the first time a DIY store has been analysed.

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