How Big Data Collected Via Point of Sale Devices in Textile Stores in Spain Resulted in Effective Online Advertising Targeting

Authors

DOI:

https://doi.org/10.3991/ijim.v14i13.14359

Keywords:

Advertising, big data, communication, textile, retail, smart data

Abstract


— In these days of online commerce, we need to know the real behavior of consumers in physical stores: the points of sale must anticipate the purchasing decisions of consumers in order to be able to offer the best buying experience as well as tailor the marketing variables to the specific needs of each consumer. This is where retail intelligence emerges, especially in the textile industry, as a potential technology that makes use of extremely large data sets (“big data”) to engage potential customers better in order to increase company sales. The objective of this study is to show how big data can be effectively leveraged for direct and clear commercial purposes in textile stores. The development of research is based on the analysis of the application of systematic observation of consumer behavior in three main streets in Spain known for textile retail stores and interpreting their differences. The results show that data collected through various point-of-sale devices have a significant influence on retail revenue. The differences between commercial areas and the relative attractiveness of the textile trade in different cities are also borne out by the results. The main conclusions point to the need to improve the profitability of textile fashion stores on the back of promotional tactics that focus on the number of estimated customers and the possibilities of selling to them. All of the aforesaid have a significant influence on how advertising planning is carried out for retail stores.

Author Biographies

Gloria Jiménez Marín, University of Seville

Dr. Gloria Jiménez-Marín has a Ph.D. from the University of Seville and graduate in Advertising and Public Relations and in Journalism by the same university. Currently, she is a lecturer at the Audio-visual Communication and Advertising Department of the University of Seville. Previously, she was a lecturer at the Business Management and Marketing Department of the University of Huelva, the Marketing and Communication Department of the University of Cadiz, the Business Organization and Marketing of the University School of Osuna (part of the University of Seville), and the Universitat Oberta de Catalunya. At an academic level, Jiménez-Marín has published several texts related to the design of commercial spaces, merchandising, retail and commercial distribution, as well as she has taken part in a series of collective books on advertising. Besides, Jiménez-Marín has published papers in advertising journals as Global Media Journal, Comunicar, Questiones Publicitarias, Trípodos, Comunicación, Ámbitos o Zer. From a professional perspective, she has worked in several media –radio and press–, in advertising agencies and in communication departments of various organizations before she began in teaching and researching Universities.

 

Paloma Sanz Marcos, University of Seville

Dr. Paloma Sanz-Marcos holds a Ph.D in Communication (international mention by UC Berkeley, California) and a degree in Advertising and Public Relations. She is lecturer at the Department of Audiovisual Communication and Advertising of the University of Seville. She Currently she combines her work as a researcher and lecturer with the participation in congresses, publication of articles in scientific journals and teaching subjects related to branding, sports and popular culture. She has published in journals such as Journal of Consumer culture, Journal of Communication Management or Journal of Popular culture. She has been collaborated with institutions such as UC Berkeley or Pontificia Universidad Católica de Chile.

 

Irene Garcia Medina, Glasgow Caledonian University

Dr. Irene García Medina is a lecturer in Marketing at the Glasgow Caledonian University (Glasgow, United Kingdom). She is bachelor of Communication Sciences (Complutense University of Madrid, Spain) and Ph.D. in Marketing (University of Sophia - Antipolis, France) and International Relations (University of Vienna, Austria).  As a teacher, García Medina has previously taught Marketing and International Business Management at graduate level and master's degree in the Faculty of Business and Economics at the University of Madeira (Portugal), at the University of Vic (Spain) and at the University Pompeu Fabra (Spain). As a professional, she has worked, among others, as Marketing Director of the French company VTDIM, as Consultant for the Portuguese Chamber of Commerce, as Head of Communication and Promotion of CORDIS (European Commission, DGXIII, and Luxembourg). She has given lectures, seminars and workshops in the field of marketing and advertising in several countries and has published numerous articles and books. Her main areas of interest in research are mobile marketing, digital marketing, digital communication, social media and e-branding.

Patricia Margarida Farias Coelho, Methodist University of São Paulo/Ibirapuera University

Dr. Patrícia Margarida Farias Coelho has a PhD in Communication and Semiotics from the Pontifical Catholic University of São Paulo (2010). Post-Doctorate by (i) Post-Graduate Program in Intelligence Technologies and Digital Design at PUC-SP with FAPESP scholarship, (ii) Post-Doctorate in Digital Communication by the University of Murcia, (iii) Post-Doctorate in Communication Digital by Universitat Autonoma de Barcelona, (iv) Postdoctoral in the Education and Curriculum Program and (v) Currently doing Postdoctoral in Communication and Consumption at the University of Seville. She worked as a visiting professor at the Pompeu Fabra University in Barcelona - Spain and at the Universitat de VIC / Spain from 2012 to 2014. She is currently a permanent professor in the Masters and Doctorate Program in Education at the Methodist University of São Paulo (UMESP since 2018) and a permanent professor (20 hours) since 2019 in the Master's Program in Education, Subjectivity and Psychoanalysis at Ibirapuera University (UNIB). She was a full professor in the Interdisciplinary Master in Human Sciences at the University Santo Amaro (UNISA) and coordinator of International Relations at the same institution (2016 - 2018) and collaborating professor in the Professional Master Course in "Education and New Technologies" at UNINTER since 2016-2017 . Permanent Visiting Professor at the University of Santander - Colombia and in the Graduate Program at the University of Guadalajarra. Member of the Contemporary Academy of Letters chair number 28 whose patron is Monteiro Lobato. She currently has a Research Project entitled "Teacher Training and Digital Technologies Applied to Education" funded by Fapesp. She is the coordinator of Lato Sensu Courses at the Methodist University of São Paulo: Special and Inclusive Education and Management in Education: Direction and Coordination.

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Published

2020-08-14

How to Cite

Marín, G. J., Marcos, P. S., Medina, I. G., & Farias Coelho, P. M. (2020). How Big Data Collected Via Point of Sale Devices in Textile Stores in Spain Resulted in Effective Online Advertising Targeting. International Journal of Interactive Mobile Technologies (iJIM), 14(13), pp. 65–77. https://doi.org/10.3991/ijim.v14i13.14359

Issue

Vol. 14 No. 13 (2020)

Section

Papers