The Behavior of Consumers in the Shop Based on the Data from "Locastor" System

Any marketing activity requires ways to assess its positive or negative impact. Such a measurement is not always easy to implement, especially when studying the behavior of consumers in offline space, for example, in a retail shop. In this paper, we present a case study of the behavior of consumers in the shop from the FMCG area. The procedure for collecting and analyzing data is described, and proposals for increasing the Cross Penetration Index from one store zone to another are formed and tested. Special user behavior data collection system called "Locastor" was used to collect MAC-addresses of smartphones of the visitors for further analysis.