One-to-one customized brand recommendation in virtual shopping mall

As customer-driven marketing is rising, total quality management on customer focus becomes important. In this paper, we present customized one-to-one marketing strategy focusing on the customer, considering server, product, and facility at the same time. For doing so, we detect several manifest purchase patterns of the customers by clustering purchase history of target customers. We can also understand the characteristics of each customer's purchase. After grasping some noticeable purchase patterns of each customer, we determine recommendation path for the customer in virtual shopping mall. By means of recommending items according to the path for each customer, we expect the improvement in sales and profit of a retail company.