RT Journal Article
SR Electronic
T1 The In-Store “Audience”
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 176
OP 179
DO 10.2501/S0021849909090242
VO 49
IS 2
A1 Herb Sorensen
YR 2009
UL http://www.journalofadvertisingresearch.com/content/49/2/176.abstract
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.