RT Journal Article
SR Electronic
T1 The Power of Atlas
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 21
OP 29
DO 10.2501/S0021849910091142
VO 50
IS 1
A1 Jacob Suher
A1 Herb Sorensen
YR 2010
UL http://www.journalofadvertisingresearch.com/content/50/1/21.abstract
AB 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.