Abstract: The disclosure relates to systems and methods of predicting one or more locations to which a consumer will travel within a retail establishment during a current shopping trip based on prior shopping histories, current in-store behavior, and demographic information. The system may make the predictions based on a model of a population of consumers to determine correlations between prior shopping histories and demographic information and locations visited during previous shopping trips. A particular consumer's shopping histories, current in-store behavior, and demographics may be used to identify an appropriate model for the consumer. The system may use the model to make the predictions and provide information such as incentives based on the predictions.