The Power of Atlas: Why In-Store Shopping Behavior Matters
Jacob Suher
The Wharton School
Herb Sorenson
TNS Sorensen
BACKGROUNDShopper Behavior
Shoppers have been speaking to retailers and manufacturers with an increasingly clear voice since the 1970s. This voice has been heard predominantly through the votes they make with their dollars at the checkout counters. These are the ultimate “votes” based on actual behavior, not opinion or speculation on anyone’s part.
The voting begins well before the checkout counter as the shopper selects first a particular retail establishment where purchases will be made and then their pathway through the store...