• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
    • Abstracting/ Indexing:  CNKI, Google Scholar, Electronic Journals Library, Crossref, Ulrich's Periodicals Directory, MESLibrary, etc.
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HOME > Archive > 2015 > Volume 3 Number 6 (Jun. 2015) >
JOEBM 2015 Vol.3(6): 648-652 ISSN: 2301-3567
DOI: 10.7763/JOEBM.2015.V3.259

On the Paradox of Identification of Point of Sales Data in Shopper Marketing

Hiroshi Koga

Abstract—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.

Index Terms—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).

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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.

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