[1B1-OS-11a] [Organized Session] OS-11

[1B1-OS-11a-01] Proposal on incentive design for activation of shopping street using city walk application

〇Yuya Ieiri¹, Yuu Nakajima², Reiko Hishiyama¹ (1. Waseda University, 2. Toho University)

Keywords:Shopping street activation, Incentive design, City walk application

In order to revitalize the shopping street, it is necessary to urge customers to visit each store in the shopping street and to know the attractiveness of each store. However, regarding the current situation, there is a problem that the visits of most customers tend to concentrate in certain stores such as big chain stores. Therefore, in our study, we actually implemented an event using city walk application that we developed. Also, in the event, in order to prevent customers from visiting such stores, we created an incentive design to determine the point allocation of each store, with the aim of stabilizing the unique index of the research called “store appeal value”. And then, by analyzing the log data of the event, we were able to confirm the visit to each store in the shopping street and show the effectiveness of the proposed method.