Building a Customer-Brand Affinity Engine for Physical Retail

The strategic case for customer-brand affinity is simple: a physical store recommends through space, and customer histories reveal which brand relationships the current layout serves or suppresses.

1. What is the analytical population? 2. What counts as co-occurrence? 3. How do we separate affinity from popularity and noise? 4. How do we turn relationships into feasible layout scenarios? 5. How do we measure whether a new adjacency caused any incremental value?

This article describes that system from transaction data to measured intervention.

For the executive and merchandising view, start with Your Store Layout Is a Recommendation System.