Wharton professors Peter Fader and Eric Bradlow recently released a paper in the International Journal of Research in Marketing entitled "An Exploratory Look at Supermarket Shopping Paths." A PDF draft of the paper can be found online. I was alerted to the paper via this reasonably detailed highlights article from Knowledge@Wharton.
There were some findings that may be interesting to retail grocery marketers, and may be surprising if you haven't actually done any grocery shopping. As might be expected, while some of these findings offer insight, most of them could have been captured just be actually spending time watching customers. Possibly the most amusing part is just how wrong conventional wisdom about shopper behavior was. Some findings:
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