In-Store Journey Model with Purchasing Behavior Based on In-Store Journey Data and ID-POS Data
In-Store Journey Model with Purchasing Behavior Based on In-Store Journey Data and ID-POS Data
复制标题
基于店内旅程数据和 ID-POS 数据的具有购买行为的店内旅程模型
DOI：
10.1007/s12626-021-00078-5
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发表时间：
2021
期刊：
影响因子：
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通讯作者：
Goto Yusuke
中科院分区：
文献类型：
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作者：
Ishimaru Yutaro;Morita Hiroyuki;Goto Yusuke
几十年来，ID-POS数据在许多零售店进行了分析，其结果已被用于支持商店的促销和商品安排等决策。这样的分析会影响各种业务表现，比如总销售额。虽然这些数据很有用，但很难掌握客户对未购买商品的兴趣程度，也很难识别它是否是计划购买的。因此，我们需要使用店内客户旅行数据来揭示这种互补性。本文提出了一种考虑购买行为的店内行程仿真模型，并利用蓝牙信标采集的店内顾客实际行程数据和ID-POS数据进行了基于代理的仿真。通过几个计算实验，我们发现我们的模型再现了实际的顾客在店内的旅程和购买行为，我们从我们的结果和实际数据之间的差异的角度对我们的模型进行了评估。最后，我们使用所提出的模型和基于代理的模拟来预测促销活动的效果。
ID-POS data have been analyzed in many retail stores for several decades, and the results have been used to support decision-making such as sales promotion and item arrangement in the stores. Such analysis affects various business performance like total sales. Although the data are so useful, it is difficult to grasp the extent of customer’s interest in items that were not purchased and to identify that it is a planned purchase or not. Therefore, we need to use in-store customer journey data to reveal that complementary. In this paper, we propose an in-store journey simulation model with purchasing behavior and carry out the agent-based simulation using actual in-store customer journey data acquired using the Bluetooth beacons and ID-POS data. From several computational experiments, we show that our model reproduces actual in-store customer journey and purchasing behavior, and we evaluate our model from the viewpoint of the difference between our results and the actual data. Finally, we predict the effect on a sales promotion using the proposed model and agent-based simulation.