—Shopper marketing is the new marketing practice
that influences the moment of purchase (Zero Moment of
Truth). The essence of shopper marketing is that grasp an
individual consumer behavior using identifying device, such as
ID-POS and RFID. However, the author considers that shopper
marketing is development of a product marketing technique
unlike customer relationship marketing (e.g. one to one
marketing). That is, shopper marketing is paradoxical. It is a
reason why the directivity of shopper marketing is oriented
product-centric rather than the individual, although using the
purchase history data of the individual. Therefore, the purpose
of this paper is to clarify the mechanisms that paradox of
personal identification takes place. Therefore, this paper is
organizing as follow. That is, first, the concept of shopper
marketing is overviewed. Second, the focus of shopper
marketing is revealed. Here, key words are diachronic and
synchronicity. Then, by noting the difference personal purchase
history data (diachronic) and collective characteristics data
(synchronicity), mechanism that such a paradox occurs is clear.
Finally, the possibility of paradox is pointed out.
—Shopper marketing, personal information,
purchase history data.
Hiroshi Koga is with the faculty of Informatics, Kansai University,
Takatsuki-city, Japan (e-mail: koga@ res.kutc.kansai-u.ac.jp).
Cite: Hiroshi Koga, "On the Paradox of Identification of Point of Sales Data in
Shopper Marketing," Journal of Economics, Business and Management vol. 3, no. 6, pp. 648-652, 2015.