Track: Design and Analysis

Abstract

Promotion strategies play an important role facing competition. In order to determine the strategy, transaction data pattern analysis can be done. The association rule method can find the pattern. In this study, the association rule method is used for analysis customer transaction data. The result of association rule shows customer’s buying pattern. However, the patterns are vulnerable to change every period. Then, further processing is carried out using Overall Variability of Association Rules (OCVR) so that the results are consistent throughout the period without being prone to changing rules because of the high level of variability. The results of OCVR are used for determining promotion strategies and store product layout suggestions. Some recommendations based on association rules analysis are moving some sections close to associated sections and use of rarely purchased product for price discount offer. Related to triggering impulse buying, mini snack section is exchanged with biscuit section, in order to create impulse buying for other products in front of it, namely Cold drinks, Ice cream, and Frozen Food.