How Shoppers Walk and Shop in a Supermarket

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.