Modelo para la optimización del diseño de una tienda retail del Azuay mediante el análisis de la cesta de compra (MBA)

Abstract

Retail has become one of the most important economic sectors worldwide, and design is one of the relevant factors for its success. Due to the global pandemic, many retail companies have started with e-commerce, but physical stores have remained stable. One of the reasons for its permanence is because the customer can touch and see the product, which generates trust. The retail store layout is a critical factor that directly influences consumers' purchasing decisions. A correct distribution of the products guarantees an increase in sales. This research uses data from the consumer shopping basket for September, October, November, and December 2020 from a retail store in Azuay. The Apriori algorithm in the R programming language was used to obtain the association rules with the products that customers usually buy together. Some official rules are similar, and others vary between branches as they are in different locations to meet the needs of various demographics. The illustrated norms are those whose confidence and support parameters are the most significant values in each group. The mixtures of products obtained will be placed in the appropriate shelf space according to consumer preference. The consumer can select his products much faster and without going aisle by aisle, ensuring that the customer returns to the store in the long run.