Relation between Stay-Time and Purchase Probability Based on RFID Data in a Japanese Supermarket

Takai, Keiji; Yada, Katsutoshi

doi:10.1007/978-3-642-15393-8_29

Cited by 19 publications

(6 citation statements)

References 5 publications

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“…Moreover, through dwell time analysis, companies can conduct marketing active ties that can increase purchase probability. Dwell time and in-between time of the actual purchases in stores are correlated [17], and such tendency strengthens primarily in regard to dwell time in specific store zones and purchases of the products within relevant domains. Therefore, store managers can increase purchasing probability not by actively responding to the customers from the beginning, but by reacting to the acquired information according to the dwell time analysis.…”

Section: Goals Of Smart Store Frommentioning

confidence: 99%

Use of the Smart Store for Persuasive Marketing and Immersive Customer Experiences: A Case Study of Korean Apparel Enterprise

Hwangbo

Kim

Jin

2017

Mobile Information Systems

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Information technology’s introduction of online retail has deeply influenced methods of doing business. However, offline retail has not changed as radically in comparison to online retailing. Recently, studies in computer science have suggested new technology that can support offline retailers, including sensors, indoor positioning, augmented reality, vision, and interactive systems. Retailers have recently shown interest in these technologies and rapidly adopted them in order to improve operational efficiency and customer experience in their retail shops. Marketing studies also address immersive marketing that employs these technologies in order to change ways of doing offline retail business. Even though there is much discussion concerning new trends, technologies, and marketing concepts, there is, as of yet, no investigation that comprehensively explains how they can be combined together seamlessly in the real world retail environment. This paper employs the term “smart store” to indicate retail stores equipped with these new technologies and modern marketing concepts. This paper aims to summarize discussions related to smart stores and their possible applications in a real business environment. Furthermore, we present a case study of a business that applies the smart store concept to its fashion retail shops in Korea.

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Section: Goals Of Smart Store Frommentioning

confidence: 99%

Use of the Smart Store for Persuasive Marketing and Immersive Customer Experiences: A Case Study of Korean Apparel Enterprise

Hwangbo

Kim

Jin

2017

Mobile Information Systems

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“…Furthermore, companies can increase sales rates through duration time analyses. The trend in which a positive correlation exists between visit durations and actual purchasing 30 can be even more apparent for particular store zones and products within those zones. Based on this knowledge, store managers can identify methods to increase the sales rates by responding to customers after acquiring information on customer interest based on visit duration instead of directly engaging to the customer at the start of a visit.…”

Section: Background Knowledge and Related Workmentioning

confidence: 99%

“…De Marco et al 36 analyzed the store operations records of Italian apparel retailers using RFID technology, and Kholod et al 37 examined the effects of shopping path length in grocery stores on purchase behavior using RFID data. Takai and Yada 30 used RFID data in a Japanese supermarket to derive the relationship between stay-time and purchase probability. Pierdicca et al 38 suggested a persuasive retail environment by installing Bluetooth beacons in showrooms of Italian fashion retailers and using collected data for customer behavior analysis.…”

Section: Background Knowledge and Related Workmentioning

confidence: 99%

Store layout optimization using indoor positioning system

Hwangbo

Kim

Lee

et al. 2017

International Journal of Distributed Sensor Networks

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Indoor positioning systems have attracted considerable attention from practitioners and firms seeking to optimize the consumer shopping experience with the goal of attaining increased revenue and profitability. Acknowledging the importance of indoor positioning systems in store layout optimization, we conducted a field experiment for 11 months in order to develop algorithms for connecting indoor positioning data with customer transaction data. Using fingerprinting as a primary data collection technique, we compared positioning and transaction data before and after critical store layout optimization decisions in order to identify which customer movement patterns generated the highest sales. In contrast to previous works on indoor positioning systems, which focused solely on developing algorithms or techniques to increase accuracy rates, our algorithms in principle integrate computing and marketing perspectives. Our findings can be applied to store layout optimization and personalized marketing.

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“…Several researchers used Radio Frequency Identification (RFID) as a technology for tracking humans (Liao and Lin, 2007;Kanda et al, 2007;Hurjui et al, 2008;Takai and Yada, 2010;Fujino et al, 2014). Due to its high positional accuracy and its applicability in indoor settings, RFID promises to be a valuable option for tracking customers in a marketing context.…”

Section: Rfidmentioning

confidence: 99%

Bluetooth tracking of humans in an indoor environment: An application to shopping mall visits

et al. 2017

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Intelligence about the spatio-temporal behaviour of individuals is valuable in many settings. Generating tracking data is a necessity for this analysis and requires an appropriate methodology. In this study, the applicability of Bluetooth tracking in an indoor setting is investigated. A wide variety of applications can benefit from indoor Bluetooth tracking. This paper examines the value of the method in a marketing application. A Belgian shopping mall served as a real-life test setting for the methodology. A total of 56 Bluetooth scanners registered 18.943 unique MAC addresses during a 19-day period. The results indicate that Bluetooth tracking is a sound approach for capturing tracking data, which can be used to map and analyse the spatio-temporal behaviour of individuals. The methodology also provides a more efficient and more accurate way of obtaining a variety of relevant metrics in the field of consumer behaviour research. Bluetooth tracking can be implemented as a new and cost effective practice for marketing research, that provides fast and accurate results and insights. We conclude that Bluetooth tracking is a viable approach, but that certain technological and practical aspects need to be considered when applying Bluetooth tracking in new cases.

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Relation between Stay-Time and Purchase Probability Based on RFID Data in a Japanese Supermarket

Cited by 19 publications

References 5 publications

Use of the Smart Store for Persuasive Marketing and Immersive Customer Experiences: A Case Study of Korean Apparel Enterprise

Use of the Smart Store for Persuasive Marketing and Immersive Customer Experiences: A Case Study of Korean Apparel Enterprise

Store layout optimization using indoor positioning system

Bluetooth tracking of humans in an indoor environment: An application to shopping mall visits

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