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RETAIL RESEARCH

Amazon stores to give brands insights on performance of products

By our News Team | 2022

Retail brands will have access to data on how shoppers are reacting to their products, campaigns and in-store promotions.

Amazon, which surprised many people when it decided to supplement its successful online shopping business with physical stores in several locations, has announced that it will be providing brands with data-driven insights about the performance of their products, promotions and ad campaigns within its stores.

Amazon Store Analytics provides aggregated, but anonymous, data gleaned from Amazon Go and Amazon Fresh stores in the US. It appears the information will come from Just Walk Out technology, which lets consumers shop without having to pass through a manned check-out.

Retail Research

Photo by Sounder Bruce via Wikipedia

“We’re excited to introduce a new analytics service built by our physical retail and technology team to continue evolving the in-store shopping experience,” the company says in a blog post published this week.

“With Store Analytics, brands will have access to details on how their products are discovered, considered, and purchased in applicable stores to help them inform decisions related to selection, promotions and ad campaigns.”

Better understand the path to purchase

According to Amazon, these insights allow brands to better understand the path to purchase for their products, helping them to evolve and refine their assortment, merchandising and advertising over time.

But, mindful of privacy concerns, the company has emphasised that no data will be provided that can be linked back to individual shoppers.

“We know that shoppers care about how their information is used and shared, so we’ve put a lot of thought into how we can make this service useful for brands while continuing to protect shoppers’ privacy,” Amazon notes in its blog.

“In all use cases, Store Analytics will only provide aggregated and anonymised data to brands, meaning that what is shared with brands is presented as a grouping and does not contain any personal information. 

“We do not share anything that can be linked back to any individual shopper; only totals, averages and percentages about product, promotion and ad campaign performance – for example, the percentage of how often their product was taken off the shelf and then purchased either during that store visit or later on Amazon.com.”

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.