Towards Analyzing High Street Customer Trajectories - A Data-Driven Case Study

Abstract

Nowadays, many high streets face the problem of declining attractiveness. City management and high street retailers hardly know their customers. Therefore, they can scarcely react to the customers’ needs and wishes to make the customer experience more attractive. We aim at studying how customers behave in high streets using a data-driven approach by recording and evaluating customer trajectories with modern positioning technology. For doing so, we carry out a pilot test in order to check whether our approach is suitable for recognizing customer behavioral patterns. The result obtained by a cluster analysis reveals five clusters in the analyzed customer trajectories.