Influencing customers through customers: Simulation of herd behavior in supermarkets

Usmani, Z.U.H. & Tariq, A. (2009) Influencing customers through customers: Simulation of herd behavior in supermarkets. In IEEE Symposium on Computational Intelligence in Control and Automation (CICA 2009), 30 March - 2 April 2009, Nashville, TN.

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This work proposes a supermarket optimization simulation model called Swarm-Moves is based on self organized complex system studies to identify parameters and their values that can influence customers to buy more on impulse in a given period of time. In the proposed model, customers are assumed to have trolleys equipped with technology like RFID that can aid the passing of products' information directly from the store to them in real-time and vice-versa. Therefore, they can get the information about other customers purchase patterns and constantly informing the store of their own shopping behavior. This can be easily achieved because the trolleys "know" what products they contain at any point. The Swarm-Moves simulation is the virtual supermarket providing the visual display to run and test the proposed model. The simulation is also flexible to incorporate any given model of customers' behavior tailored to particular supermarket, settings, events or promotions. The results, although preliminary, are promising to use RFID technology for marketing products in supermarkets and provide several dimensions to look for influencing customers via feedback, real-time marketing, target advertisement and on-demand promotions. ©2009 IEEE.

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ID Code: 93927
Item Type: Conference Paper
Refereed: Yes
DOI: 10.1109/CICA.2009.4982778
ISBN: 9781424427529
Divisions: Current > QUT Faculties and Divisions > Faculty of Health
Current > Institutes > Institute of Health and Biomedical Innovation
Current > Schools > School of Public Health & Social Work
Deposited On: 15 Apr 2016 00:53
Last Modified: 19 Apr 2016 03:59

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