The Contribution of the Catedra of Innovation for Commerce to the ICCO Project

Our goal in the ICCO project

Within the ICCO project, our mission is to carry out an exhaustive collection of information on consumer behaviour and the dynamics of participating companies. This will enable data-driven strategies to optimize the customer experience and improve the profitability of establishments.

The activities we will carry out

To fulfil our purpose, we will implement several information collection strategies:

• Use of tablets in participating stores: We will collect data on the customer profile in each establishment, which will allow merchants to better understand their target audience.
• Implementation of people counters: These devices will measure the flow of consumers in different regions of the project, analysing behaviour patterns according to the months of the year and the days of the week.
• Neuromarketing Studies: We will apply advanced technologies to measure consumers' unconscious reactions, such as attention, emotional impact, and level of interest when interacting with different areas of the establishments.
• Analysis and Reporting: As the main beneficiary of the project, we also participate in the interpretation of the data collected, generating reports with specific recommendations for companies.

Expected impact on the region

Our work under the ICCO project will have a significant impact on businesses in the region. Thanks to the collection and analysis of data, establishments will be able to adapt their business strategies to the real needs of consumers, optimize their spaces and improve the customer experience.

Additionally, with the use of innovative techniques such as neuromarketing, marketers will gain valuable insights into how their customers react to different stimuli, allowing them to design more effective strategies.

In short, our participation in the ICCO project seeks to contribute to the modernization and digitalization of trade, promoting a more efficient and competitive sector, capable of responding to the challenges of the future with tools based on innovation and data analysis.