In e-commerce it is easier to identify customer behavior, since there is a lot of information that tells us who is buying and how the buying process is. In this regard, tracking technologies bring brick and mortars closer to analysing behavioral trends, so it is possible to identify how customers move around stores, what sections they visit and how much time they spend indoors. When it comes to analyzing the impact of in-store promotions, customer flows come in handy for category managers as they reveal information about the inbound and outbound traffic. Thanks to this, they are able to identify where customers are coming from and where they are going after visiting the promotion, so category managers can adapt their strategy consequently to specific needs of shoppers.
