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| Tekijä: | Duchessi, P. Schaninger, C.M. Nowak, T. |
| Otsikko: | Creating cluster-specific purcahse profiles from point-of-sale scanner data and geodemographic clusters: improving category management at a major US grocery chain |
| Lehti: | Journal of Consumer Behaviour
2004 : DEC, VOL. 4:2, p. 97-117 |
| Asiasana: | Chain stores Cluster analysis Data mining Grocery shops Marketing management Segmentation |
| Vapaa asiasana: | Geodemographics Scanner data |
| Kieli: | eng |
| Tiivistelmä: | Category management is the process of managing categories of products in retail industry for greater profitability and customer value. Category management can benefit from point-of-scale (POS) scanner data because it is a data-driven process. This article describes the results of a project that shows how to use POS scanner data and geodemographic clusters to improve the practice of category management. The paper demonstrates how to create detailed purchase profiles with the help of POS scanner data. It also discusses the trials and tribulations of using scanner data and provides implications how managers can immediately improve existing promotional strategies. |
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