A Pervasive Promotion Model for Personalized Promotion Systems on Using WLAN Localization and NFC Techniques

Abstract

In this paper, we propose a novelpervasive business modelfor sales promotion in retail chain stores utilizing WLAN localization andnear field communication (NFC)technologies. The objectives of the model are to increase the customers’flowof the stores and theirincentivesin purchasing. In the proposed model, the NFC technology is used as the first mean to motivate customers to come to the stores. Then, with the use of WLAN, the movements of the customers, who are carrying smartphones, within the stores are captured and maintained in themovement database. By interpreting the movements of customers as indicators of their interests to the displayed items,personalizedpromotion strategies can be formulated to increase their incentives for purchasing future items. Various issues in the application of the adopted localization scheme for locating customers in a store are discussed. To facilitate the item management and space utilization in displaying the items, we propose anenhanced R-treefor indexing the data items maintained in the movement database. Experimental results have demonstrated the effectiveness of the adopted localization scheme in supporting the proposed model.