Resilience Through Digital Innovation: Enabling the Twin Transition 2024
DOI: 10.18690/um.fov.4.2024.38
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Customer Perceptions of In-Store Identification

Tiina Kemppainen,
Lauri Frank

Abstract: Customer identification is essential for all businesses; however, brick-and-mortar (B&M) retailers often face challenges capturing shopping behaviors in physical stores where customers are not accustomed to being identified, especially outside checkout. Nevertheless, B&M retailers are increasingly pressured to improve their identification and data collection methods to stay competitive with online retailers. Additionally, businesses are under pressure to incorporate digital elements into physical envir… Show more

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