Applied Research, Data Mining In Retail Cross-selling

In the retail industry, cross-selling is a win-win marketing way centered on customers, finding the diverse needs of customers to sell more products, thus meeting the various needs and enhancing corporate profits at the same time. Association rule mining for cross-selling in data mining technology is the most important type of technology, although a lot of researchers have carried out a great deal of study, but the cross-selling research to retail industry as a systematic study does not exist. This paper builds a cross-selling model based on cross-selling and data mining theory in the Oracle platform, the model uses the cluster analysis and related marketing theory from the past buying behavior of customers to target a "golden client", based on above results ,further analysis of association rules can generate the cross-selling model we expected. Finally, combining with foreign advanced research results, this paper proposes the shelf space relations theory giving the new research dimension- spatial dimension for the improvement of association rule algorithm.