Modelling Customer Trajectories with Reinforcement Learning for Practical Retail Insights

Customer behavior modeling underpins recommendation, marketing, and decision support, yet existing approaches either optimize predictive accuracy without explaining decisions or simulate users without grounding them in real behavioral data. We present the Large Behavioral Model (LBM) that learns customer decision making directly from large-scale retail transactions through a unified Person-Environment formulation. Customer state is represented by a behavioral profile derived from historical purchases, while product context is incorporated through retrieval-augmented generation. The model is trained using continued pre-training on verbalized behavioral data, supervised fine-tuning for decision generation, and reinforcement learning with verifiable rewards for evidence-based calibration. We evaluate the proposed framework on purchase prediction, hard-negative discrimination, basket completion, promotion response, and cross-domain voucher redemption. The model consistently outperforms frontier general-purpose language models on in-domain retail tasks while demonstrating strong zero-shot and fine-tuned transfer across retailers and decision domains. Ablation studies show that continued pre-training is the primary driver of behavioral generalization, retrieval is most effective when applied during both training and inference, and reinforcement learning improves reliance on explicit behavioral evidence over generic language-model priors. These results demonstrate that behavioral knowledge encoded in transaction histories can be effectively learned by language models, providing a scalable foundation for customer digital twins and behavior simulation.

Understanding customer shopping trajectories is essential for enabling personalized shopping experiences. However, shopping records (i.e., customer's search, clicks, purchases, etc.) often span long time horizons over multiple years, resulting in extremely long trajectories that pose significant challenges for existing large language models (LLMs). Despite the importance of this problem, existing benchmarks are limited to short customer trajectories, while real-world trajectories from large e-commerce platforms are rarely accessible due to data privacy constraints. To address this gap, we introduce ShopTrajQA, a long-context evaluation benchmark constructed from real-world product information and simulated shopping trajectories. The dataset includes variants of up to 32k and 64k tokens, enabling systematic evaluation of model robustness under varying context lengths. Through comprehensive benchmarking of frontier LLMs, we identify critical performance gaps in reasoning over long shopping trajectory data. To address these challenges, we propose a Customer Agent Framework for ultra-long context management. Leveraging a Reinforcement Learning with Verifiable Rewards (RLVR) agentic training paradigm, our approach stores trajectories as external local files and trains the agent to autonomously retrieve and parse them through code-interpreter interactions (e.g., SQL queries), effectively bypassing the fixed in-context window constraints of LLMs. Experimental results demonstrate that our framework achieves strong performance for ShopTrajQA and shows generalization to other complex reasoning tasks.

Predicting a user's next Point-of-Interest (POI) based on their historical check-in records is a fundamental task in location-based services. While recent methods incorporating large language models have shown strong reasoning capabilities and promising results, they typically formulate the prediction task as a one-step trajectory-to-location mapping problem, making predictions prone to shallow trajectory correlations and historical frequency bias. We argue that users rarely choose locations directly and instead, they usually first form a traveling intention and then accordingly select specific POIs. Motivated by this insight, we propose IntentPOI, a two-stage intention-guided reasoning framework. In the thinking stage, we infer users' intermediate intentions by incorporating historical mobility patterns, similar peer behaviors, and the temporal contexts. In the acting stage, we first construct a compact candidate pool, and then perform intention-guided reasoning to identify locations that best align with the inferred intention. By explicitly decoupling intention inference from location prediction, IntentPOI transforms the next POI prediction from direct trajectory matching into intention-guided reasoning. Extensive experiments on three real-world datasets demonstrate that IntentPOI consistently outperforms eleven state-of-the-art baselines.