The Power of Atlas: Why In-Store Shopping Behavior Matters

Jacob Suher and Herb Sorenson

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 Power of Atlas: Why In-Store Shopping Behavior Matters

Jacob Suher

The Wharton School

Herb Sorenson

TNS Sorensen

BACKGROUND

Shopper 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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands