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

In this paper, we propose a novel pervasive business model for sales promotion in retail chain stores utilizing WLAN localization and near field communication (NFC) technologies. The objectives of the model are to increase the customers’ flow of the stores and their incentives in 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 the movement database. By interpreting the movements of customers as indicators of their interests to the displayed items, personalized promotion 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 an enhanced R-tree for 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.