Visualization of Success of Consumer Sales Promotions Through GIS Based on RFID-Captured Consumer Behavior.


Creative Commons License

Gürder F. , Bayrak Meydanoğlu E. S. , Varol E. H.

Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi, cilt.30, sa.1, ss.321-340, 2011 (Hakemli Üniversite Dergisi)

  • Cilt numarası: 30 Konu: 1
  • Basım Tarihi: 2011
  • Doi Numarası: 10.14780/iibd.62784
  • Dergi Adı: Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi
  • Sayfa Sayıları: ss.321-340

Özet

Informing loyal customers about consumer sales promotions that are special to them is an important way of promoting sales for retailers. This study discusses first how RFID (Radio Frequency Identification) systems contribute to the mentioned informing process. Naturally the evaluation of the success of executed promotions is also an important point. In this context the study deals also with the maps that are created by GIS (Geographic Information Systems) based on promotional information that loyal customers gain through RFID systems. These maps are important to visualize the success of promotions. Visualization highlights important information and helps individuals to understand new concepts, problems and solutions for these problems better. Through created maps marketing managers can determine which type of loyal customers (e.g. customer with a silver card or customer with a golden card) react on the executed promotion, they can decide whether the right incentive is applied or not. They can also decide to carry on consumer sales promotions or to initiate new promotions. To introduce the collaboration of RFID systems and GIS data flow diagrams are developed in the study. These diagrams can be used within the context of (structured) system analysis by IT departments of retailers who want to realize the mentioned collaboration in their stores. The developed DFDs (Data Flow Diagrams) form the reference for developing retailer specific DFDs.