Customer Data-driven Business Models: A Case Study in the Retail Industry

Maider Elorza, Eduardo Castellano

2022

Abstract

In today’s data era, the retail industry has increased the possibility of acquisition of a large volume of customer data, becoming more achievable its monetization. This paper develops a literature research and an empirical study identifying the different strategies that organizations perform and their instantiation by a concrete retailer. In each of these strategies, there have been identified the reasons for the case study to implement them as well as the specific instantiation performed. The research enriches the literature twofold; (1) by adding the Retail Media strategy as an indirect customer data monetization strategy; (2) by identifying relevant elements of the investment-cost-revenue structure for the different customer data monetization strategies.

Paper Citation

in Harvard Style

Elorza M. and Castellano E. (2022). Customer Data-driven Business Models: A Case Study in the Retail Industry. In Proceedings of the 19th International Conference on Smart Business Technologies - Volume 1: ICSBT, ISBN 978-989-758-587-6, pages 101-110. DOI: 10.5220/0011138800003280

in Bibtex Style

@conference{icsbt22,
author={Maider Elorza and Eduardo Castellano},
title={Customer Data-driven Business Models: A Case Study in the Retail Industry},
booktitle={ Proceedings of the 19th International Conference on Smart Business Technologies - Volume 1: ICSBT,},
year={2022},
pages={101-110},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011138800003280},
isbn={978-989-758-587-6},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 19th International Conference on Smart Business Technologies - Volume 1: ICSBT,
TI - Customer Data-driven Business Models: A Case Study in the Retail Industry
SN - 978-989-758-587-6
AU - Elorza M.
AU - Castellano E.
PY - 2022
SP - 101
EP - 110
DO - 10.5220/0011138800003280