How Shoppers Walk and Shop in a Supermarket

K. Yada, Ken Ishibashi, Taku Ohashi, Danhua Wang, S. Tsumoto
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引用次数: 1

Abstract

The purpose of this study was to classify shopping trip types based on customer path data and to identify differences in effectiveness of sales promotions. Existing studies on shopping trip types have not incorporated customer in-store behavior data as an index for classification. In this paper, we categorize customer shopping trip types into two categories of “major trip” and “fill-in trip”, and investigate the differences in the impact of sales promotions on sales effectiveness using customer path data. Impact of sales is measured by the probability of occurrence in the three processes of the purchase process, based on existing research.
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顾客如何在超市行走和购物
本研究的目的是根据顾客路径数据对购物旅行类型进行分类,并确定促销效果的差异。现有的关于购物旅行类型的研究并没有将顾客入店行为数据作为分类的指标。在本文中,我们将顾客的购物行程类型分为“主要行程”和“填充行程”两类,并利用顾客路径数据研究促销对销售效果影响的差异。在已有研究的基础上,通过购买过程中三个过程发生的概率来衡量销售的影响。
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