Shadowing of Grocery Shoppers and Appropriate Classification schemes

Transcription

1 AG DANK München,. November Shadowing of Grocery Shoppers and Appropriae Classificaion schemes Universiy of Vienna Herbsagung der Arbeisgruppe Daenanalyse und nummerische Klassifikaion. November 04 Agenda Inroducion Concepual Consideraions Design of Empirical Sudy Daa Analysis Conclusions Wagner, U., Ebser, C., Eske, U. und Weizl, W. (04): The Influence of Shopping Cars on Cusomer Behavior in Grocery Sore, in: Markeing, ZFP Journal of Research and Managemen, 36(3), S , Universiä Wien

2 AG DANK München,. November Inroducion Cell phone racking by US reailers o beer compee wih online reailers (conroversial issue) In-sore observaions are used for many decades analyze shopper orienaion (Gröppel-Klein, Barmann, 009) idenify predominan pahs shoppers ake inside he sore (Larson, Bradlow, Fader, 005) compare shoppers level of exposure o in-sore visuals (Sorensen, 003,009) capure in-sore ineracions beween parens and heir children (Ebser, Wagner, Neumüller, 009) measure cusomer raffic in differen pars of a sore (Newman, Yu, Oulon, 00) analyze he effecs of clockwise or ani-clockwise walking paerns in a sore (Gröppel-Klein, Barmann, 008) 3 Devices used for recording insore movemen GPS (cell phone racking) RFID Auomaic racking of (specially equipped) cars (Pah-Tracker ) Video observaion 4, Universiä Wien

3 AG DANK München,. November Larson, Bradlow and Fader (004) - Pah-Tracker = elecronic observaion / racking sysem - Typical shopper movemens are recorded and analyzed - Prooypical shopping pahs - k-medoids clusering algorihm : Clusering of cusomers according o ime spen in he sore low ( 0 Minues) medoids medium (0 7 Minues) 4 medoids high (more han 7 Minues) 8 medoids 5 Cusomers ineracion wih shopping cars RQ: Wha is he effec of parking shopping cars on he relaionship beween in-sore movemen and purchase behavior? RQ: Does sore design moderae hese relaionships? Grocery sores (uiliarian goods), exploraory sudy, unobrusive (human) observaion procedure 6, Universiä Wien 3

4 AG DANK München,. November Concepual consideraions Shopping cars faciliae shopping + emporarily sore producs before purchasing + deposi personal belongings + allow o ouch merchandise Shopping cars migh hinder shopping - resriced movemen in he sore - reduced walking speed - reduced flexibiliy of walking direcion Shopping car behavior migh be moderaed by ime pressure of cusomers number of shoppers presen in he sore perceived crowding fear of pickpockes environmenal characerisics of sore ime of he day, season familiariy wih he sore Effecs of crowding (many shoppers are presen) can operae in opposie direcions: + individual space becomes limied parking cars helps regain mobiliy - leaving he car unaended migh prove risky (especially when personal belongings are sored in he car) - parked cars of oher shoppers migh be perceived negaively (bu-brush effec) 7 Concepual consideraions sore design (a ) (b ) (c ) parking cars behavior (c) (b) in-sore movemen behavior (a) purchase behavior Simplified model:. Parking shopping cars is considered as a mediaing consruc ha influences he relaionship beween in-sore movemen and purchase behavior. Sore design is considered as a moderaor 8, Universiä Wien 4

5 AG DANK München,. November Concepual consideraions sore design (a ) (b ) (c ) parking cars behavior (c) in-sore movemen behavior (b) (a) purchase behavior RQ: Wha is he effec of parking shopping cars on he relaionship beween in-sore movemen and purchase behavior? (a) Parons who spend more ime in a sore will purchase more ofen (b) Parons who spend more ime in a sore are more likely o park heir cars more ofen (c) Parons who park heir cars more ofen will purchase more ofen 9 Concepual consideraions sore design (a ) (b ) (c ) parking cars behavior (c) in-sore movemen behavior (b) (a) purchase behavior RQ: Does sore design moderae hese relaionships? (a ) The relaionship beween he ime required for shopping and he number of purchases is less well esablished for a modern, convenienly designed, sore (i.e., shopping experience is more pleasan in a modern sore) (b ) The relaionship beween he ime required for shopping and he frequency of parking he cars is sronger for a modern, convenienly designed, sore (i.e., perceived crowding is less esablished in a modern sore, hus cusomers are more willing o park heir cars) (c ) The relaionship beween he frequency of parking he cars and he number of purchases is sronger for a modern, convenienly designed, sore (i.e., a modern design faciliaes in-sore navigaion, cusomers feel more comforable and end o make more unplanned purchases) 0, Universiä Wien 5

6 AG DANK München,. November Design of Empirical Sudy: Disguised observaion mehod Two observers followed seleced shoppers coverly and recorded heir shopping pahs on a able compuer wih a shadowing ool (ploing individual shopping pahs on digiized shopping floor plan in real ime) Demonsraionsvideo Design of Empirical Sudy: Floor plan of radiional sore wo large supermarkes belong o he same grocery reail chain carry abou he same assormen of producs have approximaely he same size of oal sales locaed in differen pars of he same ciy Mea & sausages Check-ou area Long aisles, recangular arranged shelves Frozen food & dairy producs Fruis & vegeables, Universiä Wien 6

7 AG DANK München,. November Design of Empirical Sudy: Floor plan of modern sore hree weeks observaion period five well rained observers / inerviewers randomized selecion of (single) shoppers Frozen food & dairy producs Check-ou area landmarks, spacious aisles, shelves arranged in freeflowing paerns, lower heighs of he shelves Mea & sausages Fruis & vegeables 3 Design of Empirical Sudy Colleced daa 97 shoppers in he radiional sore 09 in he modern sore By means of observaion: in-sore shopping pah daa (wih and wihou cars) purchases (wih and wihou cars) frequency, places and duraion of parked cars walking speed shopping duraion calendar dae, ime of day handbags carried in he car gender, age By means of communicaion (only for some of persons of he sample): weekly shopping behavior, perceived sore amospherics funcionaliy of car (only 7% indicaed ha hey noiced someone was following hem hrough he sore) 4, Universiä Wien 7

8 AG DANK München,. November Daa analysis: descripives Open checkou cashiers Type of sore Women < >60 range mode radiional 65% 34% 4% 4% modern 66% 39% 39% % 0 4 Shops are fairly similar in erms of cusomer gender and age, average ime spen in he sore, using cars for carrying personal belonging (66%) 5 Daa analysis: descripives Parking shopping cars Average number of purchases n Time spen shopping a leas once on average oal wihou shopping car wih radiional 97 9 min 54% modern 09 min 74% z, Tes p level.04 <.0 <.0 <.0 <.0.04 Differen variance of ime spen in he sore, differen paerns of parking cars, differen number of producs purchases (in oal and wih/wihou car) 6, Universiä Wien 8

9 AG DANK München,. November Daa analysis: measuremen sore design (a ) (b ) (c ) parking cars behavior (c) in-sore movemen behavior (b) (a) purchase behavior ST : in-sore movemen behavior surplus of ime cusomer spen in he sore (given personal demographics and demand) CP : car parking behavior frequency of parking cars during a shopping rip PP : purchase behavior number of producs purchased DE : sore design binary (radiional / modern) 7 Daa analysis: research quesions DE sore design CP parking cars behavior (a ) (b ) (c ) (c) ST (b) in-sore movemen behavior (a) purchase behavior PP CP α wih:,,,, PP CP ST error γ ST error parameers 8, Universiä Wien 9

10 AG DANK München,. November Daa analysis: research quesions CP α wih :,,,, PP CP ST error γ ST error parameers Tradiional sore Modern sore n=97 n=09 Equaion : Surplus of ime ( ) Frequency of parking cars * ˆ ˆ p ˆ p.33 <.0.40 <.0 R =. F=4.7 <.0 R =.6 F=38.86 <.0 ˆ Equaion : Surplus of ime ( ), frequency of parking cars ( ˆ ) Number of purchases * ˆ p ˆ p ˆ p ˆ p.59 <.0.7 <.0.49 <.0.30 <.0 R =.45 F=79.9 <.0 R =.44 F=8.4 <.0 * Only sandardized regression coefficiens are repored. All parameer esimaes are plausible and saisically significan, fi of he model is saisfacory 9 Daa analysis: research quesions Mediaion es on (Sobel 98; Iacobucci 0): CP α wih :,,,, PP CP ST error RQ: Wha is he effec of parking shopping cars on he relaionship beween in-sore movemen and purchase behavior? γ ST error parameers z radiional Mediaion modern.64 p.0 z 3.99 p.0 Mediaion Frequency of parking shopping cars parially mediaes he relaionship beween surplus of ime and number of purchases RQ: Does sore design moderae hese relaionships? (a ) The relaionship beween he ime required for shopping and he number of purchases is less well esablished for a modern, convenienly designed, sore (b ) The relaionship beween he ime required for shopping and he frequency of parking he cars is sronger for a modern, convenienly designed, sore (c ) The relaionship beween he frequency of parking he cars and he number of purchases is sronger for a modern, convenienly designed, sore By uilizing he dummy variable DE we esimae our model for boh ypes of sores simulaneously and find a significan moderaor effec in all hree cases 0, Universiä Wien 0

11 AG DANK München,. November Daa analysis: effec of personal belongings carried in he car RQ Tradiional sore Modern sore Only cusomers wihou belongings kep in cars are considered n=70 n=69 Equaion : Surplus of ime ( ˆ ) Frequency of parking cars * ˆ p ˆ p <.0 R =.0 F=.4.4 R =.35 F=35.84 <.0 Equaion : Surplus of ime ( ˆ ), frequency of parking cars ( ˆ ) Number of purchases * ˆ p ˆ p ˆ p ˆ p.64 < < R =.45 F=7.3 <.0 R =.44 F=6.0 <.0 Only cusomers wih belongings kep in cars are considered n=7 n=40 Equaion : Surplus of ime ( ) Frequency of parking cars ˆ * p ˆ ˆ p.39 <.0.3 <.0 R =.5 F=.87 <.0 R =.0 F=5.55 <.0 Equaion : Surplus of ime ( ), frequency of parking cars ( ) Number of purchases ˆ ˆ * p p p p ˆ ˆ ˆ ˆ.56 <.0. <.0.50 <.0.3 <.0 R =.45 F=50.06 <.0 R =.45 F=55.0 <.0 * Only sandardized regression coefficiens are repored. CP α wih :,,,, PP CP ST error γ ST error parameers All parameer esimaes are plausible and mos of hem saisically significan, fi of he model is saisfacory (wih bu one excepion) Mediaion es, wihou Mediaion es, wih Frequency of parking shopping cars parially mediaes he relaionship beween surplus of ime and number of purchases even when poenial influence of belongings kep in cars is considered Daa analysis: effec of personal belongings carried in he car RQ Modern sore Tradiional sore wihou wih wihou wih wihou wih Surplus of ime ( ) Frequency of parking cars Surplus of ime ( ) Number of purchases Frequency of parking cars ( ) Number of purchases, Universiä Wien

12 AG DANK München,. November Daa analysis: effec of personal belongings carried in he car RQ (a ) is dominan and larger for he radiional sore for he modern sore, no influence of belongings kep in car (b ) for boh condiions (c ) for wihou condiion Ineracion effecs beween sore design and belongings kep in car: behavior appears more similar in he wo sores if belongings are in car (due o fear of pickpockes?) RQ: Does sore design moderae hese relaionships? (a ) The relaionship beween he ime required for shopping and he number of purchases is less well esablished for a modern, convenienly designed, sore (b ) The relaionship beween he ime required for shopping and he frequency of parking he cars is sronger for a modern, convenienly designed, sore (c ) The relaionship beween he frequency of parking he cars and he number of purchases is sronger for a modern, convenienly designed, sore CP α wih :,,,, PP CP ST error γ ST error parameers 3 Daa analysis: Typical paerns of shopping pahs radiional sore 4, Universiä Wien

13 AG DANK München,. November Daa analysis: Typical paerns of shopping pahs modern sore 5 Daa analysis: Typical paerns of shopping pahs, boh sores Time spen in he sore Paerns observed <5 minues goal oriened movemen; argeed areas visied 5 0 minues movemen along main aisles; argeed areas visied 0 5 minues movemen along main aisles wih shor side rips o secondary aisles 5 45 minues movemen along main aisles, some secondary aisles are walked hrough compleely, cener of he sore is visied >45 minues srolling hrough he whole sales area, longer visis in he cener of he sore 6, Universiä Wien 3

14 AG DANK München,. November Daa analysis: ypical shopping pahs Tradiional sore Modern sore 7 Daa analysis: ypical shopping pahs many few Tradiional sore Modern sore 8, Universiä Wien 4

15 AG DANK München,. November Daa analysis: walking speed Tradiional sore Modern sore 9 Daa analysis: frequenly used ypical shopping pahs wihou cars Tradiional sore Modern sore 30, Universiä Wien 5

16 AG DANK München,. November Daa analysis: locaions for parking cars Tradiional sore Modern sore 3 Daa analysis: duraion for parking cars Tradiional sore Modern sore 3, Universiä Wien 6

17 AG DANK München,. November Daa analysis: oal number of purchases Tradiional sore Modern sore 33 Daa analysis: number of purchases wihou car Tradiional sore Modern sore 34, Universiä Wien 7

18 AG DANK München,. November Daa analysis: findings on individual sales deparmens (raher similar across sores) Sales deparmen Fruis & vegeables Frozen food & dairy producs Frequency of parons visis Frequency of parked cars Duraion of parking cars Frequency of purchases Time spen by parons Parons walking speed high high long many long slow high high shor many long slow Mea & sausages high high long many medium moderae Vinery low low shor few long slow Pe food low low shor few long slow New produc offers low low shor few long slow Kichenware low low * shor few long slow Cosmeics low low shor few long slow Texiles low low shor few long slow Checkou area high low shor few shor fas * Typically, cusomers walk around in his area wihou heir shopping car. 35 Daa analysis: general findings Paerns do no depend subsanially on ype of sore High frequency of fruis & vegeables area (decompression zone) an frozen food & dairy producs area Shoppers move along aisles locaed near he walls of he sore (race racks) Shoppers walk ani-clockwise Many zones are frequenly skipped (especially in he radiional sore) Areas in he middle commonly remain unouched (however, higher profi margins produc are offered here) Selecion of aisles frequenly visied depends on he oal ime spen in he sore Duraion of parked cars is raher shor (disribuion is highly skewed) wih excepions (mea & sausages, fruis & vegeables) Cusomers park heir cars in spacious regions and say in heir proximiy Walking speed becomes faser along main aisles and near he checkou, slower in zones wih a low frequency of visis 36, Universiä Wien 8

19 AG DANK München,. November Conclusions Considerable heerogeneiy across cusomers wih respec o use of cars Frequency of cars parked parially mediaes he relaionship beween ime spen in he sore and he number of purchases Design of sore has a moderaing effec Managerial implicaions Provide in-door space for emporary parking of cars Design of he sore impacs car parking behavior, parking cars migh induce sponaneous purchases provide incenives for parking cars in paricular in he cener of he sore Reail sraegies should be adaped accoun for differences wihin various sales deparmens Theoreical implicaions Tracking shopping cars only migh lead o considerable measuremen problems Proposed measuremen ool requires furher esing 37 Limiaions and furher research Resuls are probably no generalizable No causal relaionships have been esablished Familiariy wih he sore has no been adequaely considered Preparing for shopping (e.g., by means of a shopping lis) has no been considered Reasons for parking cars have no been idenified Crowding effecs have only been roughly considered Invesigae oher ypes of supermarkes, shopping aids (e.g., baskes) Invesigae effecs of cash deposis for using a car Invesigae size of shopping cars. 38, Universiä Wien 9

20 AG DANK München,. November Quellen Berekoven, Ludwig (995). Erfolgreiches Einzelhandelsmarkeing: Grundlagen und Enscheidungshilfen. C. H Beck sche Verlagsbuchhandlung, München,.überarbeiee Auflage. Berghaus, Nadine (005). Eye-Tracking im saionären Einzelhandel: Eine empirische Anaylse der Wahrnehmung von Kunden am Poin of Purchase. JOSEF EUL VERLAG GmbH, Köln,. Auflage Chandon, Pierre; Wesley J. Huchinson and Sco H. Young. Unseen is Unsold: Assessing Visual Equiy wih Commercial Eye-Tracking Daa. Markeing Science (00), Percepion Research Services, Inc., pp. 54. Hui, Sam K., Eric T. Bradlow and Peer S. Fader. Tesing Behavioral Hypoheses Using an Inegraed Model of Grocery Sore Shopping Pah and Purchase Behavior. Journal Kourennyi, Dimri D. (0). Cusomer Tracking hrough securiy camera video processing. Case Wesern Reserve Universiy, Deparmen of Elecrical Engineering and Compuer Service, pp. 3. Larson, Jeffrey S.; Eric T. Bradlow and Peer S. Fader. A Exploraory Look a Supermarke Shopping Pahs. Inernaional Journal of Research in Markeing (004), Vol (4), pp Newman, Andrew J.; Daniel K. C. Yu and David P. Oulon. New insighs ino reail space and forma planning from cusomer-racking daa. Journal of Reailing and Consumer Services (00), Vol. 9, pp Sorensen, Herb. The Science of Shopping. Markeing Research (003), pp Sorensen, Herb. (009). Inside he mind of he shopper: The Science of Reailing. Pearson Educaion, Inc., New Jersey. Underhill, Paco. (009). Why we buy: The Science of Shopping. Simon & Schuser, Inc., New York. Braaß, Chrisa. Toal Sore Research: Mi Kundenlaufsudien POS-Konzepe opimieren hp:// Hillenbrand, Tom. Smar-Chip-Debae: Selbszersörung inklusive. Der Spiegel ( ) hp:// P.O.S. kompak Kundenlauf und Kundenverhalen: Wissen, wo s langgeh. hp:// Winer, Sefanie (000). Shadowing hp://imihome.imi.uni-karlsruhe.de/nshadowing_b.hml 39, Universiä Wien 0