Fundamental patterns of in-store shopper behavior

Herb Sorensen, Svetlana Bogomolova, Katherine Anderson, Giang Trinh, Anne Sharp, Rachel Kennedy, Bill Page, Malcolm Wright

Research output: Contribution to journalArticlepeer-review

74 Citations (Scopus)


This research confirms empirical patterns about in-store behaviors based on a large number of shops and store visits, specifically 654,000 transactions in 40 supermarkets, hypermarkets, convenience and specialty stores in the USA, UK, China, and Australia. Integrating new data with past findings highlights that: (i) many shopping trips are short; (ii) shoppers typically only cover a small proportion of the store on any trip, and (iii) the heterogeneity of key behavioral measures (store coverage, number of items bought, and trip length) is generalizable across countries, most store formats, and store size. These patterns can help retailers and manufacturers benchmark and predict behavior and provide a base for further theoretical developments.

Original languageEnglish
Pages (from-to)182-194
Number of pages13
JournalJournal of Retailing and Consumer Services
Publication statusPublished - 1 Jul 2017
Externally publishedYes


  • Consumer behavior
  • Empirical generalization
  • In-store research
  • Shopper observational research


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