Managing Supermarket Customer Offers in a Wireless World : Using Data Mining with Mobile Applications

ISBN-13: 9783639058642 / Angielski / Miękka / 2009 / 144 str.

Volker Herbort

Opis

Supermarkets offer a very similar variety of productsat similar pricesand quality. Thus the companies have to search forother ways to differ from their competitors. This canbe achieved by offering a unique typeof service to gain customer loyalty and at the sametime using methodsto maintain customer loyalty.This dissertationinvestigatedways of creating customised offers that fit to thecustomer s needs butalso allow the supermarket to advertise products thatare interesting forretail reasons. These offers have been based oncustomer purchasingpatterns which were found by analysing data that hadbeen generatedby the use of loyalty card schemes. Furthermore, itwas investigated towhat extent mobile devices such as Personal DigitalAssistants or smartphones can be used to inform customers of offers overa wirelessconnection as they enter the store. Such offers wouldbe based onprevious purchasing patterns and special promotions.To avoid the necessity of installing new software aninterface was deployed as a client process that istransmitteddynamically to the mobile device. This conceptprovides a new way ofadvertising especially in the retail market.

O autorze

Dipl.-Wirt.-Inf.(FH)
Studium Wirtschaftinsinformatik
Hochschule Ulm
Bachelor of Science in Computing with Honours,
Napier University, Edinburgh
Selbständiger IT-Berater