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Executive Summary

On September 3^rd, 2021, an interview was conducted with Fatema Alnaqbi who owns the online business called Talabat is one of the online store or apps that delivers food across United Arab Emirates. Customers can order their favorite food anytime and anywhere. If you live in UAE, Talabat offers choices of payment. For instance, they can pay for their favorite food like credit card, cash, and apple pay. However, Talabat has some of the obstacles surrounded on it. For instance, Talabat has a big issue on attracting the customers which is the biggest hurdle they face in these days. Moreover, the application has been facing another hurdle which is hard to detect the customers information which can allows the customer to hack the application or doing some silly movements like ordering with fake credit cards without paying as well as ordering and canceling after ordering which will also negatively affect the track of the delivery. To fix and solve this issue, Talabat is recommended to use Digital signage based online store. It is recommended to lower their prices of the delivery fee which will attract the customers, and secure tracking mobile app to make Talabat safe for the owner and for the customers.

Introduction

After interviewing Fatema Alnaqbi. The client has issued two vital problems related to her business Talabat which is a name of an application that she built online by using her experience in coding or programming. The application that she created to delivers food around the country was a perfect idea and great business which will affect the people in the community positively especially during the pandemic COVID-19. However, her business has suddenly started to have problems. First issue that she faced was losing her customers dramatically due to the technical issues application issues. Moreover, she faced another problem at the same time which is having troubles on securing her own application from bad customers trying to exploit her successful business. Topics researched were What attract customers to online stores and let them keep coming back, and Propose customer behavior analysis based on real-time data processing.

Customer Behavior Analysis Based on Real-time Data Processing

Nowadays, according to Anderson et al., 1994 says that customer behavior has recently become a major focus for many communities due to it beneficial impact on profitability. However, a study observed by Dennis et al., 2004 that customer behavior is becoming increasingly vital as online shopping grows in popularity. Customer profiling recognition of transaction and browsing behavior are crucial for developing the shopping experience and increasing sales revenue. Because of the increase in data volume in recent years, big data technology is required to take the amount and constant browsing and buying data from clients. The data are quickly input of various sorts and can provide useful information to get to understand sales and supply chain management in online businesses (Chen et al., 2015). The huge volume of browsing and buying data from clients may be managed in real time by employing real-time data processing. Furthermore, the association rule is used in the recent study to find product correlations and to provide better product ideas and recommendation to customers.

Digital Signage-based Online Store

In the recent marketing, the digital signage developing in a massive way with the global market. (Intel, 2014) observed that DS would be worth more than 17 billion of dollars by 2017. In stores, the behavior of the customers does impact beneficially by DS from providing the amusement and entertainment and creating an enhanced image and attracting the shopping process by providing useful information about the online stores (Romanov, 2012). Burke (2009) defines that DS can rise the customers traffic and sales in the online stores. Customers must manually visit online store websites while purchasing online food, however this is not the case with DSOS. Subway, bus stops, and airports all have DS installed. Customers who are waiting at the bus stop may do their shopping quickly and simply which will make them attracted to this feature. Visiting a shopping center or an online stores website the main concept of DSOS model is based on the consumer coming to the store rather of the consumer going to the shop. The touchscreen capability of a DSOS allows customers to search for and locate products, also there is a QR code for each product in the store like the shown Figure A below and that how to make the customers attracted and make him treat his/her self-easy from doing this process. Customers should capture the QR code by a mobile phone application (Lee and Yoon, 2014), while will aids in the payment process and in product delivery to customers preferred address.

Figure A.

Customer behavior analysis

Understanding how customers react to new products or services, as well as the importance of marketing and retailing operation, is aided by customer behavior. Understanding customer behavior allows marketers to determine where, when, how, and why customers behave the way they do. Research have done by Anderson et al (1994) says that, since customer behavior analysis positively aids profitability and sales, it has a hot issue in a variety of sectors. Customers behavior data assists business in providing better shopping experiences, maximizing store performance, lowering operator expenses, and ultimately increasing revenue. To comprehend customer behavior, a variety of marketing strategies have been created. Some researchers are recently using video imaging technology and infrared to track customer activity in stores (Newman et al., 2002; Lam et al., 2001). Techniques like Chandon et al. (2009)s eye tracking tool, wireless local area networks, and radio frequency ID (Uotila and Skogster, 2007; Syaekhoni et al., 2017) have also been proven to be effective in explaining in-store client buying behavior. Customer behavior analysis have also been proposed for a variety of real-world applications, including cross-marketing in business domains (Agrawal and Srikant, 1994; Liu et al., 2000; Adnan and Alhajj, 2009).

System design

A study by Mohammed Ijaz et al (2018) observed that customers may explore and purchase items, as well as keep track of their browsing history, thanks to the suggested real-time data processing used in DSOS. Figure B below demonstrates the customer behavior analysis architecture is based on real-time data processing. Customers browsed and searched the DSOS for the items they wished to buy. For each visitor, a random number called a session id was created automatically, assigning each one a unique identifier. According to Mohammed Ijaz et al (2018), a devised ID is a unique identifier assigned to each DSOS that may be used to identify information about the DSOS, such as location. Real-time data processing was used to record each customers browsing history and store it in a NoSQL database on the server. When customer wished to buy a product, the products unique quick response (QR) code was shown in the DSOS interface.

Figure B

Recommendation

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Summary

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