Abstract
A complete contextual marketing platform including an indoor positioning system (IPS) for smartphones is proposed and evaluated to later be deployed in large infrastructures, such as malls. To this end, we design and implement a novel methodology based on location-as-a-service (LAAS), comprising all the required phases of IPS generation: mall digital map creation, the tools/procedures for offline calibration fingerprint acquisition, the location algorithm, the smartphone app acquiring the fingerprint data, and a validation procedure. To select an appropriate fingerprint location algorithm, a comparison among K-nearest neighbors (KNN), support vector machine (SVM), and Freeloc is accomplished by employing a set of different smartphones in two malls and assessing different occupancy levels. We demonstrate that our solution can be quickly deployed at shop level accuracy in any new location, resulting in a robust and scalable proposal.
Highlights
Nowadays, most large retail companies focus their marketing strategies on knowledge of customer behavior in all the commercial channels
As we describe in this work, an indoor positioning system (IPS) is one of the most distinguishing elements of a contextual marketing platform, we must not forget other technological tools that are necessary to implement a complete and useful solution
We have evaluated and compared, in terms of stability over time, device heterogeneity, and the influence of occupancy on shop-level accuracy, different IPSs generated following the procedure depicted in Section 2.1.5 by means of the three indoor positioning algorithms: support vector machine (SVM), K-nearest neighbors (KNN), and Freeloc
Summary
Most large retail companies focus their marketing strategies on knowledge of customer behavior in all the commercial channels. Research efforts are mainly addressed at learning about offline behavior; when the customers arrive at points-of-sale Aspects such as the time that customers stay inside a given shop, the frequency of these visits, or the routes followed by customers are some of the inputs employed to increase knowledge about potential buyers [3]. Difficulties arise when these campaigns are carried out in indoor environments in real time In this case, an indoor positioning system (IPS) is required to learn about consumers’ offline behavior. In order to increase the success of a contextual marketing platform, the system employed to plan and manage an omni-channel marketing campaign should include an IPS module
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