Evaluation of the Shopping Path to Distinguish Customers Using a RFID Dataset

摘要

In this study, the authors use radio-frequency identification (RFID) data, which show the position of a shopping cart through an RFID tag attached to the shopping cart. The RFID data contain valuable information for marketing, such as shopping time and distance as well as the number of shelf visits. The authors analyze customers purchasing behavior and in-store movement information using POS data combined with RFID data. The purpose of this study is to discover a promising shopping path that can distinguish customers in-store movements by sequential pattern analysis using RFID data. These shopping paths are extracted using a pattern mining method. Finally, shopping paths are used in the decision tree analysis to generate the rules that expressed customers' in-store movements and purchasing characteristics. As a result, in this study, the authors propose useful suggestions for more efficient in-store area management.