tracking shoppers

This is a gold-mine for the brand manager that markets inside a supermarket. In this white paper titled "An Exploratory Look at Supermarket Shopping Paths," a Wharton marketing professor and his associates have analyzed paths that shoppers take while in a supermarket - by reviewing reports from the RFID tags located on shopping carts.

The results, they conclude, challenge many long-standing perceptions of shopper travel behavior within a supermarket, including ideas related to aisle traffic, special promotional displays, and perimeter shopping patterns.

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