The father of shopper marketing, Herb Sorensen, is set to entertain Australian audiences in May. The US author of Inside the Mind of the Shopper will be appearing at The Customer Show in Melbourne. Sorensen is sometimes called the God of shopper marketing because of his scientific research about human behaviour. His influence includes making the distinction between consumer and shopper mindsets, which is at the core of shopper marketing theory. Specific research conducted by Sorensen in
includes studies on eye tracking and how humans behave in different store layouts.
He is also columnist for Inside Shopper and writes mostly about supermarket environments.
“It’s a well known statistic that half of all shopping trips to supermarkets globally result in purchases of five or less items,” he wrote last year.
“In fact, the single most common purchase number is just one, but supermarkets still ineffectively serve quick shoppers.”
“This is not because no serious efforts have been made in attempting to address the needs of quick trippers.”
The US guru has also written about Amazon and what bricks and mortar retailers can learn from the pureplay powerhouse.
