PT - JOURNAL ARTICLE AU - Sorensen, Herb 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.