Capitalising product associations in a supermarket retail environment

• Main Authors: CHEONG, Michelle L. F., CHIA, Yong Qing
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2020
• Subjects: Association Mining; Market Basket Analysis; Shopper Marketing; MITB student; Asian Studies; Computer Sciences; Databases and Information Systems; Sales and Merchandising
• Online Access: https://ink.library.smu.edu.sg/sis_research/5430; https://ink.library.smu.edu.sg/context/sis_research/article/6433/viewcontent/Supermarket_2020_DSI_pv.pdf
• Institution: Singapore Management University

This paper explores methods to capitalise on retail companies’ transactional databases, to mine meaningful product associations, and to design product placement strategies as a means to drive sales. We implemented three in-store initiatives based on our hypotheses – placing products with high associations together will induce an increase in sales of consequent; introducing an antecedent that is new to store will bring about a similar impact on sales of consequent based on established product association rules uncovered from other stores. Sales tracking over twelve weeks revealed that there were improvements in sales of consequents across all three initiatives performed in-store.