The brick-and-mortar shopping experience: How Telenet leverages data, to optimise their in-store customer experience, combining quantitative research with IoT-technologies and sensors

Caroline Verkest, Wim Hamaekers, Hannelore Goddyn and Alexander Mazurek

Details how Telenet, a telephone services company, leveraged data to optimise its in-store customer experience through developing and deploying retail store analytics.

Synopsis

There is a consensus about the fact that a unique and engaging customer experience is the way brick-and-mortar stores can add value to the consumer journey. Although data analytics have become the norm to uncover the online customer journey, the practice is still in its infancy in the offline world. In the digital space, e-commerce companies use big data and artificial intelligence to predict and influence online customer behaviour without the customer even being aware. Gaining the same level of customer-centric insights and influence in physical, brick-and-mortar retail is a daunting task. In this case study Telenet, Haystack and...

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