[1L3-GS-10] AI application: Behavioral economics

[1L3-GS-10-03] Extraction of topics linking mobile apps and physical stores and their dynamism

〇Satoshi Nakano¹, Takahisa Kosaka², Satoshi Tashiro³ (1. Meiji Gakuin University, 2. KDDI Digital Life Corporation, 3. DATUM STUDIO Co. Ltd.)

Keywords:Structural Topic Model, Marketing, Retailing, Mobile, Physical Stores

Many retailers operate mobile apps and design channel integration between apps and physical stores. Following the digitalization resulting from the COVID-19 pandemic, the relationship between apps and stores has shifted for consumers, and retailers need to capture it. This study aims to identify the topics linking mobile apps and physical stores and to investigate their dynamism using the structural topic model. The analysis reveals 20 topics, including information acquisition, store linkages, promotion, customer service, and system failures. Regarding the dynamics, we found that (1) there are temporary increases in topics such as checking product images and returns in the early stages of COVID-19, and (2) sustainable growth in topics such as in-store pick-up, stock checks, in-store searching and product delivery. Additionally, we confirmed a recent trend of returning to physical stores. Our findings can help retailers develop strategies for seamless channel integration between apps and stores.