Fundamental patterns of in-store shopper behavior. (July 2017)

• Record Type: Journal Article
• Authors: Sorensen, Herb; Bogomolova, Svetlana; Anderson, Katherine; Trinh, Giang; Sharp, Anne; Kennedy, Rachel; Page, Bill; Wright, Malcolm
• Is Part Of: Journal of retailing and consumer services. Volume 37(2017)
• Page Start: 182
• Page End: 194
• Publication Date: 2017-07
• Subjects: In-store research -- Shopper observational research -- Consumer behavior -- Empirical generalization; Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2017.02.003
• Languages: English
• ISSNs: 0969-6989

Abstract

Abstract: This research confirms empirical patterns about in-store behaviors based on a large number of shops and store visits, specifically 654, 000 transactions in 40 supermarkets, hypermarkets, convenience and specialty stores in the USA, UK, China, and Australia. Integrating new data with past findings highlights that: (i) many shopping trips are short; (ii) shoppers typically only cover a small proportion of the store on any trip, and (iii) the heterogeneity of key behavioral measures (store coverage, number of items bought, and trip length) is generalizable across countries, most store formats, and store size. These patterns can help retailers and manufacturers benchmark and predict behavior and provide a base for further theoretical developments.