In this review paper, we aim to make the case that a concept from retail analytics and marketing—the customer journey—can provide promising new frameworks and support for agent-based modeling, with a broad range of potential applications to high-resolution and high-fidelity simulation of dynamic phenomena on urban high streets. Although not the central focus of the review, we consider agent-based modeling of retail high streets against a backdrop of broader debate about downtown vitality and revitalization, amid a climate of economic challenges for brick-and-mortar retail. In particular, we consider how agent-based modeling, supported by insights from consideration of indoor shopping, can provide planning and decision support in outdoor high street settings. Our review considers abstractions of customers through conceptual modeling and customer typology, as well as abstractions of retailing as stationary and mobile. We examine high-level agency of shop choice and selection, as well as low-level agency centered on perception and cognition. Customer journeys are most often trips through geography; we therefore review path-planning, generation of foot traffic, wayfinding, steering, and locomotion. On busy high streets, journeys also manifest within crowd motifs; we thus review proximity, group dynamics, and sociality. Many customer journeys along retail high streets are dynamic, and customers will shift their journeys as they come into contact with experiences and service offerings. To address this, we specifically consider treatment of time and timing in agent-based models. We also examine sites for customer journeys, looking in particular at how agent-based models can provide support for the analysis of atmospherics, artifacts, and location-based services. Finally, we examine staff-side agency, considering store staff as potential agents outdoors; and we look at work to build agent-based models of fraud from customer journey analysis.

在这篇评论文章中，我们旨在证明零售分析和营销的概念——客户旅程- 可以为基于主体的建模提供有前途的新框架和支持，具有广泛的潜在应用，可用于城市主要街道动态现象的高分辨率和高保真模拟。尽管不是审查的中心焦点，但我们在实体零售业面临经济挑战的气候下，在关于市中心活力和复兴的更广泛辩论的背景下考虑基于代理的零售商业街建模。特别是，我们考虑了基于代理的建模，在考虑室内购物的见解的支持下，如何在户外商业街环境中提供规划和决策支持。我们的审查考虑了通过概念建模和客户类型学对客户的抽象，以及将零售抽象为固定和移动。我们检查商店选择和选择的高级代理，以及以感知和认知为中心的低级代理。客户旅程通常是穿越地理的旅行；因此，我们审查了路径规划、人流量的产生、寻路、转向和运动。在繁忙的大街上，旅行也体现在人群主题中；因此，我们审查了邻近性、群体动态和社交性。零售商业街上的许多客户旅程都是动态的，客户在接触体验和服务产品时会改变他们的旅程。为了解决这个问题，我们特别考虑了基于代理的模型中时间和时机的处理。我们还检查客户旅程的站点，特别是研究基于代理的模型如何为大气分析、人工制品和基于位置的服务提供支持。最后，我们考察了员工方面的代理，将商店员工视为户外的潜在代理；我们着眼于通过客户旅程分析构建基于代理的欺诈模型。