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supported by the sibling associations ACADIA, CAADRIA, eCAADe, SIGraDi, ASCAAD and CAAD futures

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id caadria2019_666
authors Yang, Lijing, Cheng, Bingyu, Deng, Nachuan, Zhou, Zhi and Huang, Weixin
year 2019
title The Influence of Supermarket Spatial Layout on Shopping Behavior and Product Sales - An application of the Ultra-wideband Indoor Positioning System
source M. Haeusler, M. A. Schnabel, T. Fukuda (eds.), Intelligent & Informed - Proceedings of the 24th CAADRIA Conference - Volume 1, Victoria University of Wellington, Wellington, New Zealand, 15-18 April 2019, pp. 301-310
summary Companies and researchers had explored many methods to record people's shopping behavior, in order to explore a more favorable spatial layout. However, few research has been done from the architectural perspective using fine data. This research aims to set forth a clear relationship between the layout of the shelves and shopping behavior, as well as product sales, thus achieving a balance between customers shopping experience improvement and supermarket sales promotion. To achieve the goal, we designed experiments to track the shopping trajectory of many shoppers and set up questionnaires to get their personal and shopping information. Regarding the equipment for tracking the trajectory, we adopted the Ultra-Wideband indoor positioning system, which provides high positioning accuracy and stable performance. Based on the location data, we found spaces that appealed to shoppers and spaces where shoppers stayed longer. In addition, by comparing with the products they ultimately purchased, we found that buying behavior are highly related with the shoppers' movements in the supermarket. Based on the existing analysis, we assume that the spatial layout of the supermarket will affect people's impulse purchasing behavior. The UWB approach turns out to be feasible and can be applied to other supermarket behavior studies.
keywords Shopping behavior; Ultra-Wideband; Supermarket layout; Trajectory; Quantitative Analysis
series CAADRIA
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