How stores track your shopping behavior | Ray Burke | TEDxIndianapolis

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Published 2014-11-25

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)

All Comments (21)

@randomstuff-qu7sh 5 years ago

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).
@darrelltan4517 5 years ago

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.
@sfritzen 5 years ago

I am amazed that some folks on this thread are surprised there is psychology and behavioral research being used by retailers!
@BalconyDog 3 years ago

i gotta watch this for school... -_- ... and answer questions. lol
@artandscienceoflearning1512 2 years ago

Such an outstanding overview of Neuro Marketing. Interesting.
@maixu7712 2 years ago

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 :)
@gari679 2 years ago

Shopping online and consumer buying behaviour is the next challenge for retailers.
@onlinephd7586 2 years ago

Insightful. He should also be talking about the other data point. More than 58% of purchases in supermarkets are unplanned and instantaneous as well.
@kurtcooper3699 6 years ago

hmm. why do I feel more like my privacy is being interrupted verses the retailer helping me?
@jetcen 3 years ago

loved it !
@RaeesUnboxingwala 3 years ago

15:45 at last you got it right Like Given👍
@TaiNguyen-ip3cx 4 years ago

do anyone know the brand of camera his company using?
@user-zd6wr4dn5j 5 years ago

This is brilliant!
@ernestofalcon 2 years ago

Dystopia where we can't just be happy selling stuff in a store.
@philr9407 7 years ago

straightened product is found on Avg 3 seconds quicker
@visitsajid 5 years ago

Excellent! I love it the best way of using technology.
@nabilbousabir6793 4 years ago

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...
@lambertbrother1628 6 years ago

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".
@beckyr8756 8 years ago

How can this help local, independent retailers, who may not be able to afford consultants and high tech solutions?
@oldold6636 6 years ago

Big brother of a different scale