Category roles and definitions using Supermarket Card data

    Greg Adams, Pawan Lingras, Stephanie MacDonald, and Chad West

Transactional data obtained from a supermarket card can be helpful in 
improving marketing strategies. This paper describes a framework for 
associating product purchase behaviour with customer loyalty.  
Various indexes were created in an attempt to measure customers’ 
loyalty.  Products were grouped into those that must be purchased, 
in order for a customer to be deemed loyal, and into those that 
simply enhance the loyalty of a customer.  It is hoped that the 
project will be helpful in determining the definitions and roles 
of merchandising categories used by supermarkets.