2009 Volume 60 Issue 3 Pages 128-144
This study aims to develop a method for determining effective retail store layout designs using agent-based simulation. The subject of this research is drugstore layouts. In this paper, we attempt to bridge theoretical knowledge from two fields; the complexity adaptive systems theory and marketing science. The system that we propose in this paper is represented through a bottom-up, multi-agent simulation model. Using simulation as a tool, we acquire new knowledge of customer performance in the store. This method has been applied in customer flow management under certain environments such as 1) the installation site of point-of-purchase advertising, 2) bargain counters and 3) store shelf layout. Then, we verify whether these simulation outcomes reflect reality by making comparisons with actual sales data and a customers' questionnaire. The agent-based simulation was built using the KK-MAS tool kit. Screenshots of the simulations are shown in this paper. Under this scheme, the output is a methodological framework that can assist a designer to build an efficient shop layout.
