Sturley, C, Newing, A orcid.org/0000-0002-3222-6640 and Heppenstall, A orcid.org/0000-0002-0663-3437 (2018) Evaluating the potential of agent-based modelling to capture consumer grocery retail store choice behaviours. International Review of Retail, Distribution and Consumer Research, 28 (1). pp. 27-46. ISSN 0959-3969
Abstract
Evolving consumer behaviours with regards to store and channel choice, shopping frequency, shopping mission and spending heighten the need for robust spatial modelling tools for use within retail analytics. In this paper, we report on collaboration with a major UK grocery retailer to assess the feasibility of modelling consumer store choice behaviours at the level of the individual consumer. We benefit from very rare access to our collaborating retailers’ customer data which we use to develop a proof-of-concept agent-based model (ABM). Utilising our collaborating retailers’ loyalty card database, we extract key consumer behaviours in relation to shopping frequency, mission, store choice and spending. We build these observed behaviours into our ABM, based on a simplified urban environment, calibrated and validated against observed consumer data. Our ABM is able to capture key spatiotemporal drivers of consumer store choice behaviour at the individual level. Our findings could afford new opportunities for spatial modelling within the retail sector, enabling the complexity of consumer behaviours to be captured and simulated within a novel modelling framework. We reflect on further model development required for use in a commercial context for location-based decision-making.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2017 Informa UK limited, trading as Taylor & Francis Group. This is an Accepted Manuscript of an article published by Taylor & Francis in The International Review of Retail, Distribution and Consumer Research on 09 Nov 2017, available online: http://www.tandfonline.com/10.1080/09593969.2017.1397046. Uploaded in accordance with the publisher's self-archiving policy. |
Keywords: | Agent-based modelling, grocery retail, consumer behaviour, spatial interaction model, store choice |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Environment (Leeds) > School of Geography (Leeds) > Centre for Spatial Analysis & Policy (Leeds) |
Funding Information: | Funder Grant number ESRC RES-061-25-0030 |
Depositing User: | Symplectic Publications |
Date Deposited: | 09 Nov 2017 12:47 |
Last Modified: | 09 May 2019 00:42 |
Status: | Published |
Publisher: | Taylor & Francis |
Identification Number: | 10.1080/09593969.2017.1397046 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:123605 |