Mobile Data Collection Revolutionizes Retail Sector: Global Success Stories

Key Takeaways

 

1. The retail sector includes businesses involved in selling goods and services directly to consumers, ranging from physical stores to online platforms.
2. It is a dynamic and highly competitive industry, driven by consumer demand, technological advancements, and changing shopping behaviors.
3. Mobile data collection has shaped retail by enabling businesses to capture real-time customer insights, optimize inventory management, and personalize marketing efforts.
4. In this article, we explore case studies where mobile data collection has inspired operational efficiency and the overall shopping experience both online and in-store.

 

 

Also read: Mobile Data Collection in Trade: Global Market Case Studies

 

 

What is Mobile Data Collection and How Does It Work?

Mobile data collection refers to the use of mobile devices, such as smartphones, tablets, or handheld units, to capture and manage data.

Retailers can leverage mobile data to offer personalized recommendations, targeted promotions, and tailored experiences, boosting customer satisfaction and increasing conversion rates.

 

 

Shopping carts lined up outside a supermarket. Data empowers retailers to personalize customer experiences, increasing efficiency and profitability. Picture/Courtesy

 

 

How Mobile Data Collection Works

Mobile data collection is a modern approach to recording and managing data that works in the following steps:

 

1. Form Design: Creating Flexible and Dynamic Digital Forms

Survey authoring tools enable retailers to create custom data collection forms that can handle various data types such as text, GPS coordinates, barcodes, images, and voice recordings.

These tools help design, test, and deploy digital data collection forms.

Some mobile tools used in form design include:

 

1. XLSForms – Excel-based form design standard used by ODK, KoboToolbox, and CommCare.
2. ODK Build – Drag-and-drop form designer for ODK users.
3. Kobo Form Builder – Simplified visual form creator for KoboToolbox.
4. SurveyCTO Designer – Enterprise-grade form-building with conditional logic.
5. Google Forms – Basic web-based form creation tool.
6. Magpi Forms – Mobile-friendly form designer for surveys and data collection.

 

Survey authoring tools enable retailer workers to create custom data collection forms that can handle various data types such as text, GPS coordinates, barcodes, images, and voice recordings. Picture/Courtesy

 

 

2. Data Collection Using Mobile Devices

Many mobile data collection tools support multiple functionalities such as barcode scanning, GPS tracking, image capture, voice-to-text input, digital signatures, and many other functionalities.

Mobile data collection tools also offer offline functionality, allowing users to capture data without an internet connection and synchronize it later when connectivity is restored.

Some of the tools used to collect data using mobile devices include:

 

1. ODK Collect – Open-source mobile app for mobile data collection using ODK. ODK Collect can collect data offline.
2. KoboCollect – Mobile app for data collection using KoboToolbox.
3. SurveyCTO Collect – Secure, offline-first data collection platform.
4. Survey123 by Esri – GIS-enabled app for geospatial data collection.
5. CommCare – Mobile case management tool used in health and humanitarian projects.
6. TaroWorks – Salesforce-integrated data collection tool.
7. Magpi+ – Supports multimedia data input.
8. Dimagi CommCare – Supports longitudinal tracking and case management.

Mobile data collection in retail empowers businesses to gather real-time insights on customer behavior, inventory levels, and promotional effectiveness directly on the sales floor. Picture/Courtesy

 

3. Offline Data Collection in Areas With Limited Internet

Mobile data collection tools enable continuous work by storing data offline and automatically syncing it once an internet connection is restored.

Some of the mobile tools for offline data collection include:

 

1. ODK Collect – Stores responses offline and syncs later to a cloud server.
2. KoboCollect – Stores responses offline and syncs later to a cloud server.
3. Magpi+ – Designed for low-bandwidth regions.
4. TaroWorks – Works offline and syncs with Salesforce CRM.
5. CommCare – Enables offline case tracking for healthcare and NGOs.
6. Surveys on Tab – Offline-first solution for market and corporate surveys.

 

 

4. Data Synchronization: Uploading & Syncing to the Cloud

Mobile data collection tools instantly upload the recorded data to a centralized cloud or physical servers for processing as soon as an internet connection is available.

Some of the mobile tools for data synchronization include:

 

1. ODK Central – Store and manage synchronized data.
2. ODK Aggregate – Store and manage synchronized data.
3. KoboToolbox Servers – Store and manage synchronized data.
4. Google Sheets API – Auto-syncs data to spreadsheets for easy access.
5. RedCap – Secure data management for research and healthcare projects.
6. ODK Cloud, Microsoft Azure, AWS S3, Digital Ocean, Google Cloud – Secure cloud-based data storage solutions.

 

Mobile tools instantly upload the recorded data to a centralized cloud or physical servers for processing as soon as an internet connection is available. Picture/Courtesy

 

 

5. Data Management: Cleaning, Processing, and Storage

After collection, the data is refined, processed, and structured to enable effective analysis and support informed decision-making.

Some of the tools for data management include:

 

1. Microsoft Excel & Google Sheets – Used for basic data cleaning and filtering.
2. Power BI – Dashboard creation and business intelligence reporting.
3. Python & R – Advanced data processing and analytics.
4. Tableau – Data visualization and storytelling.
5. QGIS – GIS software for geospatial data mapping.
6. Google BigQuery – Cloud-based big data warehousing.

 

 

6. Reporting & Action: Analyzing Data for Decision-Making

With processed data, organizations create reports, visualize key insights, and drive informed decisions.

Some of the tools for reporting & action include:

 

1. Microsoft Power BI – Interactive data visualization and reporting.
2. Google Data Studio – Cloud-based business intelligence platform.
3. Tableau – Advanced analytics and visualization.
4. SPSS & Stata – Statistical tools for complex data analysis.
5. QGIS – GIS mapping and spatial analytics.
6. Looker (Google Cloud) – Data-driven business intelligence platform.

 

 

Retail data collection transforms raw information into actionable insights, enabling businesses to optimize strategies and drive informed decisions. Picture/Courtesy

 

 

Although mobile data collection can take time to learn and implement, expert training significantly accelerates the learning process and helps you get up to speed quickly.

Case Studies on the Influence of Mobile Data Collection in the Retail Sector

The following are real-world examples of the transformative impact of mobile data collection in retail services:

 

1. SMS Surveys For Customer Feedback and Credit Collections at Studio Retail Limited

Studio Retail Limited is a British multi-channel retailer that was founded in 1962, formerly known as Fine Art Developments and Findel PLC.

The company delivers personalized and effective home shopping to approximately 1.6 million customers each year, leveraging both direct marketing and their online platforms, Studio and Ace.

Studio retail deals with a wide range of products, including gifts, gadgets, household items, clothing, toys, jewelry, and electrical goods.

 

Project Details

 

1. Studio Retail Limited integrated SMS surveys into their customer service and credit collection processes to enhance engagement, collect feedback, and drive revenue.
2. It adopted SMS survey tools in 2016 as part of its strategy to enhance customer service and improve credit collections.
3. The project began with the implementation of SMS surveys to better understand customer needs and improve service delivery.

 

Challenges Before the Adoption of SMS in Customer Feedback

 

1. Studio Retail faced difficulties in obtaining real-time customer feedback and understanding user preferences.
2. The lack of efficient communication channels hindered the ability to promptly address credit issues and opportunities, affecting both customer service and operational efficiency.

 

 

SMS data collection in retail allows businesses to gather customer information and preferences through text messaging, enabling targeted promotions and personalized communication. Picture/Courtesy

 

 

Key Benefits After SMS Adoption

 

1. The SMS system allowed the company to send quick, tailored surveys to customers, resulting in better data collection and insights into customer behavior.
2. SMS also helped improve customer communication, especially among younger demographics, and streamlined credit collection processes.
3. Studio Retail Limited’s customer base benefited from this initiative, with operational enhancements leading to measurable financial improvements.

 

 

Source

A VoiceSage Case Study – Studio Retail

 

 

2. Google Forms for Data Collection in British Retail Sector Research

The British retail sector is a significant contributor to the UK economy, with billions of pounds in annual sales and millions of people employed.

The sector is currently undergoing a period of transformation, driven by factors like increasing online shopping and shifting consumer behaviors.

This transformation inspired scholars from the University of York, who sought to establish how livestream commerce could be utilized in the traditional British retail sector.

 

Project Details

 

1. University of York researchers undertook a study to explore the potential of live-stream commerce within the established British retail industry.
2. Live-stream commerce combines live video streaming with online shopping, allowing consumers to purchase products in real time during a live broadcast.
3. Google Forms was employed as a primary tool for collecting data from both retailers and customers to gather insights into their experiences and preferences regarding live-stream shopping.

 

 

Challenges Before the Adoption of GoogleForms in Retail Sector Studies

 

1. Before the adoption of Google Forms, the research team faced challenges in organizing and processing large volumes of data.
2. Traditional survey methods, such as paper-based forms were time-consuming and led to delayed responses, limiting the efficiency and scope of data collection.

 

 

A string of fashion shops along King Edward Street in the center of Leeds, West Yorkshire in the United Kingdom. Picture/Courtesy

 

 

Key Benefits After the Adoption of Google Forms

 

1. Google Forms streamlined the data collection process, allowing real-time responses and easy aggregation of data.
2. It enabled researchers to reach a broader audience quickly and efficiently, facilitating the collection of valuable feedback.
3. The tool also ensured that the collected data could be easily analyzed, leading to more accurate and actionable insights.
4. The primary beneficiaries of the study were retailers in the UK who gained insights into consumer preferences and the potential for live stream commerce.

 

Source

The Power of Live Stream Commerce: A Case Study of How Live Stream Commerce Can Be Utilised in the Traditional British Retailing Sector – Journal of Open Innovation

 

 

3. Using GIS Data Collection to Target Top Markets by MarketSource

MarketSource is an American company that specializes in providing outsourced sales and marketing solutions.

Based in Alpharetta Georgia, the company offers business development services and conducts projects like product promotion, brand development, customer acquisition, and sales optimization.

Because field sales are key to MarketSource’s operations, location plays a critical role.

The company needed to collect data and create coverage models to ensure that a client company’s sales representatives were assigned to the most profitable markets.

 

Project Details

 

1. In 2019, MarketSource adopted GIS tools through Esri’s ArcGIS Business Analyst to optimize the targeting of retail markets for their clients.
2. The goal was to enhance the efficiency of sales representatives by providing them with data-driven insights to focus on the highest-potential markets.

 

 

Challenges Before the Adoption of GIS in Profitable Market Mapping

 

1. MarketSource struggled with the inefficiency of manually determining where to deploy sales reps.
2. The process lacked precision, and sales strategies were based on general assumptions rather than specific, data-driven recommendations.
3. Field reps were not always directed to productive locations, leading to suboptimal sales performance and wasted time.

 

Field sales teams utilize GIS data collection to pinpoint and map high-potential customer locations, enabling more targeted outreach. Picture/Courtesy

 

 

 

Key Benefits After the Adoption of GIS 

 

1. MarketSource improved its ability to analyze demographic, lifestyle, and spending data to make precise recommendations.
2. The primary beneficiaries of the GIS approach were MarketSource’s retail clients who benefited from optimized market targeting and better sales strategies.
3. MarketSource saved time, reduced costs, and maximized return on investment.

 

Source

Increasing Retail Sales by 150 Percent with GIS Data and Analysis – Esri

 

 

4. Using ODK for Mobile-based EMMA Market Assessment Questionnaires – The International Rescue Committee

The International Rescue Committee (IRC) is a global humanitarian aid organization that assists people affected by humanitarian crises, including conflicts and natural disasters.

The Emergency Market Mapping and Analysis (EMMA) is a tool designed to help humanitarian organizations understand and utilize local market systems during emergencies.

It helps humanitarian staff make informed decisions about how to best support affected populations, considering the existing market situations.

 

Project Details

 

1. The IRC adopted the Open Data Kit (ODK) in 2014 to enhance its EMMA assessments, improving the efficiency and accuracy of data collection in emergency settings.
2. Open Data Kit (ODK) and Ona mobile tools were used to create mobile-based questionnaires for conducting these assessments.
3. The IRC actively monitors the prices of essential goods, to see how crisis and aid given affect the local markets.

 

Challenges Before the Adoption of ODK in EMMA Assessments

 

1. Traditional paper-based data collection was slow, prone to errors, and difficult to analyze.
2. lack of real-time data hindered the efficiency of assessments, delaying aid decisions in critical situations.

 

An illustration of the global impact of the COVID-19 pandemic. EMMA is a crucial tool that helps uncover the effects of crises on local market systems. Picture/Courtesy

 

 

Key Benefits After the Adoption of ODK

 

1. The IRC improved the speed, accuracy, and efficiency of market assessments.
2. Mobile-based data collection allowed teams to record and analyze information in real-time, significantly reducing the time required to complete assessments.
3. ODK eliminated errors associated with manual data entry and streamlined reporting.
4. The key beneficiaries were the communities receiving humanitarian aid, as better data led to more informed and timely aid distribution.

 

Source

Using Ona and Open Data Kit to Build Mobile-based EMMA Market Assessment Questionnaires – International Rescue Committee (IRC) and USAID

 

 

Also read: Mobile Data Collection: Unlocking Efficiency in the Manufacturing Sector – Case Studies

 

 

5. SurveyMonkey’s Role in Customer Surveys for Primary Market Research – Ntara

Ntara is a company that specializes in digital commerce solutions, focusing on Product Experience Management (PXM), e-commerce, integrations, and analytics.

Ntara uses SurveyMonkey for primary market research, particularly customer segmentation studies.

These studies help businesses understand their audience and make data-driven decisions to improve their digital strategies.

 

Project Details

 

1. Ntara adopted SurveyMonkey in 2017 for its user-friendliness and advanced features, especially the Enterprise tier and SurveyMonkey Audience service.
2. This was crucial for conducting effective customer segmentation surveys, offering easy-to-use tools, and compliance with regulations like the General Data Protection Regulation (GDPR).

 

Challenges Before the Adoption of SurveyMonkey in Customer Segmentation Studies

 

1. The process was slow, and the data was not as segmented or actionable as needed for clients.
2. Ensuring data privacy and engaging with targeted audiences brought serious challenges.

 

 

A female customer reviews a product online. Customer feedback is key to understanding preferences and purchase behavior for retail success. Picture/Courtesy

 

 

Key Benefits After the Adoption of SurveyMonkey

 

1. SurveyMonkey allowed Ntara to quickly gather responses from targeted audiences, saving time and increasing efficiency.
2. The platform’s flexible analysis features enabled Ntara to segment the data effectively, uncovering valuable insights into customer behaviors and preferences.
3. By streamlining data analysis and reporting, SurveyMonkey helped deliver impactful results to clients, leading to improvements in sales processes.

 

Source

Leveraging Customer Data to Help Businesses Win Big – Ntara

 

Conclusion

Mobile data collection has had a transformative impact on retail activities by enabling businesses to capture real-time insights, optimize operations, and improve customer experiences.

 

Through tools like SMS surveys, GIS, and mobile-based platforms, retailers can make data-driven decisions leading to increased sales, efficiency, and customer satisfaction.

 

These advancements have proven essential in adapting to the fast-evolving retail landscape, making operations more agile and responsive to consumer needs.

 

Post Tags:#GIS#GoogleForms#ODK#SMS