The Use of Observational Technology to Study In-Store Behavior: Consumer Choice, Video Surveillance, and Retail Analytics.

The store is the main laboratory for in-store experimental analysis. This article provides an introduction to a research program aimed at improving research practices in this laboratory, particularly emphasizing the importance of behavioral data and the new opportunities that technology offers. This complex modern-day Skinner box has sets of well-studied stimuli-behavior interactions that constantly adapt to the latest economic environment and as such constantly stretch the boundaries of behavioral analytic theory. However, the retail setting is highly important to applied behavior analysis for such issues as health, debt, environmental conservation, animal welfare, self-control, and consumer protection in general. This article presents a research strategy that emphasizes key environmental touch points throughout the customer journey in grocery retailing. We highlight the latest development by examining a particular research case and discussing the need for behavioral economic understanding of the start of the grocery journey, that is, the consumer choice of in-store product carrying equipment (e.g., cart, basket, or nothing). The conceptual system consists of a molecular four-term contingency framework as well as a more molar approach with conversion-rate modeling, where actual choice behavior is detected through video surveillance. The data are analyzed using a Shopper Flow© Tracking System in which software is designed to provide automatic data on shopper behavior and to assist human observers in tracking individual shopping trips. We discuss behavioral classifications, methodology, and implications related to the data from consumer tracking efforts.