IRIS: Tapping wearable sensing to capture in-store retail insights on shoppers

Abstract

We investigate the possibility of using a combination of a smartphone and a smartwatch, carried by a shopper, to get insights into the shopper's behavior inside a retail store. The proposed IRIS framework uses standard locomotive and gestural micro-activities as building blocks to define novel composite features that help classify different facets of a shopper's interaction/experience with individual items, as well as attributes of the overall shopping episode or the store. Besides defining such novel features, IRIS builds a novel segmentation algorithm, which partitions the duration of an entire shopping episode into atomic item-level interactions, by using a combination of feature-based landmarking, change point detection and variable-order HMM-based sequence prediction. Experiments with 50 real-life grocery shopping episodes, collected from 25 shoppers, we show that IRIS can demarcate item-level interactions with an accuracy of approx. 91%, and subsequently characterize item-and-episode level shopper behavior with accuracies of over 90%.