Customer Analysis and ISM Practice by ID-POS in Drugstores for Narrow Trade Areas

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  • 狭小商圏型ドラッグストアにおけるID-POSによる顧客分析とISM構築

Abstract

<p>In this study, we examined the measures taken to expand the share of high sales volume items, after clarifying the features of customers’ purchase behaviors for narrow trade in drugstores, and we specified the customer segment with the highest amount of purchase. Using a private brand product strategy that capitalized on its locality, the differences between an embellished sales floor with visual merchandising in the test store and another without visual merchandising were examined, and the high feasibility of this strategy was verified. First, the results of RFM analysis using the customer ID-POS data showed that the customers who visited one of the drugstores very frequently were “residents in the primary trade area,” “males and females 65-89 years old,” and “purchasers of baby products.” Next, we conducted a demonstration experiment in a drugstore by applying the concept of ISM (PB product strategy and VMD) to a premium PB product strategy, emphasizing locality as an added value. The results showed that the number of customers, the number of items sold, and the sales amount were not affected by flyers, promotion events, temperature, or weather, but that the number of items sold and the sales amount increased due to the effect of VMD. This study clarified the traits of customers upon whom management resources should be invested intensively in order for drugstores for narrow trade areas to acquire customer loyalty, and identified categories in which customers purchased more products and the possibility that ISM practice would differentiate themselves from competitors by departure from the commoditization of the general impression of drugstores.</p>

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