Zhou, Fangzhou; Zhang, Xianghui; Wang, Xinglei; Cheng, Tao; (2023) Customer Profiling Based on Mobile Apps GPS Data : A Case Study on Westfield Shopping Malls. In: 2023: 30th International Conference on Geoinformatics. (pp. pp. 1-5). IEEE: London, UK.

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Abstract

In order to provide a personalised experience to customers, it’s essential for shopping centers to understand its customer base and their shopping behaviors. Building a well-developed customer profile is critical for improving marketing efficiency, expanding market share, and building long-term, stable business ties with trading partners. Currently most shopping malls or retail business use footfall or customer surveys to grasp the customer behaviors, which are insufficient to obtain accurate and representative information about the customers. This study aims to provide a detailed customer profile for shopping centers using GPS datasets. We choose the two Westfield shopping malls in London as the case study area. In order to uncover additional customer information, this study focuses four research questions:(1) Origin places of customers; (2) Their transportation mode to the mall; (3) The average dwell time of customers; (4) The pattern of return visitors. According to the results, malls can develop a range of marketing initiatives to provide a better shopping experience for customers and attract more of them.

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