The New Direction of Shopping Path Research

Abstract

Shopping path research has entered a new stage due to location-based technologies, such as RFID. We used a new location-based system, Quuppa, to study the consumers’ shopping path in a store. The data was collected for 70 days. We then combined the shopping path data with the FSP data from the store to examine the relationship between the consumers and the store. We explored the impact of the relationship on shopping path length and found the factors that explain the shopping path length itself. Compared with non-loyal users, loyal users exhibited a shorter shopping path, shorter time spent, and lower purchase amount for each shopping trip. It was shown that the shopping path was affected by the time spent in each sales zone, the time spent in the aisle, the weekend flag of the week, and the loyalty flag. It became clear that the relationship between the consumers and stores is effective for shopping path research.

Keywords

• relationship marketing
• royal user
• quuppa