Study on agent-based simulation of in-store customer journey

Abstract

Analysis of ID-POS data has been used to support decision making such as sales promotion and product arrangement. However, it is difficult to grasp extent of customer's interest about products that were not purchased, and to identify that it is planned purchase or not. So we need to use in-store customer journey data to reveal that. In this paper, we propose an in-store journey simulation model, and carry out the simulation using actual in-store customer journey data acquired by using the Bluetooth beacons. From several computational experiments, we show that our model reproduces in-store customer journey, and evaluate our model from the view point of difference between our results and actual data.