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The research library of POPAI serves to identify, preserve and make available research and insights of enduring value. POPAI’s aim is to make conditions suitable for access and to support research that will add to the literature of marketing at retail and shopper marketing and to elevate the medium on par with other marketing mediums.Access the research library. 

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Research: Exploratory Look at Supermarket Shopping Paths « Research « Industry Resources « Downloads

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Version2004
Date postedNovember 30, -0001
Downloaded46 times
CategoriesResearch

Description

We present exploratory analyses of an extraordinary new dataset that reveals the path taken by individual shoppers around an actual grocery store, as provided by RFID (radio frequency identification) tags located on their shopping carts. In order to explore the spatial patterns observed in the data, we present a multivariate clustering algorithm not yet seen in the marketing literature that is able to handle data sets with unique (and numerous) spatial constraints. The resulting output conveniently summarizes each cluster with an observed shopping path, thus enabling us to familiarize ourselves with the “canonical trip typesà that are typical of grocery store travel.

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