The objective of the Shopper Journey project is to exploit information technology (IT) to deliver advanced retail analytics and data processing capabilities by analyzing Point-of-Sale (POS) data and build on the knowledge generated to improve retail shoppability, i.e., retailers’ innovative capacity to transform consumer needs and desires into actual purchases.
By complementing insights generated by actual data with traditional consumer research approaches such as focus groups and surveys the Shopper Journey projects seeks to identify those store layout alternatives that have significant impacts not only not only store sales but also on store patronage intentions.
The Shopper Journey project will seek to validate the retail shoppability recommendation by again utilizing IT as a means for research. Virtual as well as physical store layout alternatives will be examined with respect to their retail shoppability.
More specifically the Shopper Journey projects involves the following research steps:
- Quantitative analysis : Execute data mining processes on detailed POS data in order to identify persistent buying patterns in the form of sales affinities amongst products and analyze trends in buying behavior
- Focus groups: Conduct semi-structured group interviews in order to generate insights on consumer perceptions, opinions, attitudes towards buying patterns and store layout alternatives
- Consumer survey: Conduct a questionnaire-enabled consumer survey to confirm insights from previous steps and validate perceptions, opinions, attitudes towards buying patterns and store layout alternatives
- Virtual store laboratory experiment: Perform a laboratory experiment by virtually representing retail stores and their store layout alternatives in order to investigate consumer responses to experimental stimuli
- Field studies in real retail store settings: Seek generalization of previous results by performing store layout changes in real store and investigate the effects via analyzing POS information.