PT  - JOURNAL ARTICLE
AU  - Herb Sorensen
TI  - The In-Store “Audience”
AID  - 10.2501/S0021849909090242
DP  - 2009 Jun 01
TA  - Journal of Advertising Research
PG  - 176--179
VI  - 49
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/49/2/176.short
4100  - http://www.journalofadvertisingresearch.com/content/49/2/176.full
SO  - J Advert Res2009 Jun 01; 49
AB  - The in-store audience is only superficially similar to other audiences because the dominant purpose of this “audience” is specifically to make immediate purchases. Efficiency is a major consideration to the shopper audience. Here we consider one store design/layout issue, aisleness, that can negatively impact shopper efficiency. Then we consider the empirical generalization that the faster shoppers spend, the more the store will sell. And finally, we consider how in-store digital media can accelerate shopping speed, and thereby total store sales.