Herb Sorensen
Herb Sorensen
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Author of Inside the Mind of the Shopper

For many manufacturers and retailers, in-store shopper behavior is a black box. With the May 2009 release of Inside the Mind of the Shopper, Herb Sorensen lifts the lid. Analyzing millions of shopping trips on a second-by-second basis, he challenges conventional wisdom about how we shop. Among his insights:

  • Retailers are leaving money in the aisles:

    While most supermarkets do $10 to $20 million in sales per store, one chain has achieved $100 million in sales per store by narrowing choices and eliminating in-store navigation.

  • Shoppers make small trips to big stores:

    While most retail stores are designed for large stock-up shopping trips, most shopping trips and a third of dollar sales are "quick trips" for only a few items.

  • The "long tail" is wagging the dog:

    While retailers typically offer 30,000 to 50,000 items in their stores, most households buy 300 to 400 distinct items a year. Many retailers sacrifice the big head to the clutter of the long tail.

  • Most time in stores is not spent shopping:

    Shoppers only spend 20% of their time selecting purchases, and 80% in transit. Retailers need to put the products in the path of shoppers, so they can spend less time walking and more time buying.

Praise for
Inside the Mind of the Shopper

"Read it, do it, and you will
sell more!"

— Hermann W. Braun
Director of Category Management and Shopper Marketing, Ferrero Germany

"A must read for anyone who is passionate about understanding shopping."

— Joe Radabaugh
Director, Shopper Marketing, Nestlé USA

"Inside the Mind of the Shopper is the preeminent handbook for any marketer or retailer seeking to understand why people do what they do when they shop."

— Matt Ohligschlager
Senior Manager, Consumer and Market Knowledge, Procter & Gamble