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An exploratory look at supermarket shopping paths

Business

An exploratory look at supermarket shopping paths

J. S. Larson, E. T. Bradlow, et al.

Dive into groundbreaking insights on grocery shopping behavior with our analysis of unique shopper paths revealed through RFID technology. This research, conducted by Jeffrey S. Larson, Eric T. Bradlow, and Peter S. Fader, unveils 14 distinct shopping patterns that challenge traditional beliefs about consumer navigation in stores.

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Playback language: English
Abstract
This paper analyzes a novel dataset revealing individual shopper paths in a grocery store, obtained via RFID tags on shopping carts. A multivariate clustering algorithm, new to the marketing literature, handles unique spatial constraints (aisle layouts, etc.), ensuring feasible centroid paths. Analysis considers time spent shopping, resulting in three sets of clusters (short, medium, and long trips), identifying 14 "canonical path types." These findings challenge common assumptions about shopper behavior regarding aisles, end-caps, and the "racetrack."
Publisher
International Journal of Research in Marketing
Published On
Oct 26, 2005
Authors
Jeffrey S. Larson, Eric T. Bradlow, Peter S. Fader
Tags
grocery shopping
shopper behavior
RFID technology
clustering algorithm
spatial analysis
consumer patterns
shopping trips

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