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The Power of Atlas

Why In-Store Shopping Behavior Matters

Jacob Suher, Herb Sorensen
DOI: 10.2501/S0021849910091142 Published 1 March 2010
Jacob Suher
The Wharton School,
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  • For correspondence: suherja@gmail.com
Herb Sorensen
TNS Sorensen,
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  • For correspondence: herb.sorensen@tns-global.com
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ABSTRACT

This report introduces Atlas, a model that accurately describes shopper behavior across a series of supermarkets in terms of traffic across the store, share of shopping at various locations, resulting purchases, and the amount of time shoppers invest in these activities. The value of the tool to measure the in-store “audience” for advertisers is assessed as is its utility for allowing store management to evaluate a wide range of “what if” movements of categories to alternate locations, with alternate display sizes. This report focuses on center-of-store aisles but points the way to deployment for the full store, including end-caps and perimeter displays.

  • © Copyright 2010 The ARF. All rights reserved.

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Vol 50 Issue 1

Journal of Advertising Research: 50 (1)
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The Power of Atlas
Jacob Suher, Herb Sorensen
Journal of Advertising Research Mar 2010, 50 (1) 21-29; DOI: 10.2501/S0021849910091142

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The Power of Atlas
Jacob Suher, Herb Sorensen
Journal of Advertising Research Mar 2010, 50 (1) 21-29; DOI: 10.2501/S0021849910091142
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