Supermarkets: Unlimited Labs for Analysing Customer Behaviour in the Food Sector

11th International MAPP Workshop on Consumer Behaviour and Food Marketing
Hotel Comwell Kongebrogaarden, Middelfart, Denmark
22-23 May 2013
www.mapp.au.dk

Call for Abstracts

Supermarkets are the place where people buy most of their food, find new food brands and innovations and choose between more or less healthy and sustainable products. It is also the battlefield where products succeed or fail, and where customers often end up buying much more than they initially plan.

Each supermarket chain has access to an immense bank of data about customers’ shopping habits. Methods for collecting and analysing such data include advanced methods of scanner data analysis, combining shopping patterns with loyalty card data, the analysis of data from social media, the tracking of shopping paths or eye-tracking analysis.

In the modern supermarket the aforementioned techniques can be used to strengthen relationships with customers and suppliers, but how can data be further exploited, for example to shed more light on a customer’s product choice or shopping basket composition?

Questions of relevance to this topic include, but are not limited to:

• Who buys what, when, and why?
• Consumers’ choices in the supermarket
• Success factors of new product launches
• Effects of health/product claims
• Effects of in-store promotions and media (e.g. information terminals or digital signage)
• Insights from analysing scanner and loyalty card data
• Insights from in-store experiments
• Insights from customer observations
• Insights from eye-tracking
• Insights from analysing social media data related to supermarket experiences
• Using simulated supermarkets for experiments

Workshop Format

The MAPP workshop is an intimate forum where researchers from academia and industry present innovative research, meet future collaborators and discuss the latest trends and ideas.

The workshop is held at Hotel Kongebrogaarden in Middelfart, which can conveniently be reached from Copenhagen Airport via a direct train service.

Participants are expected to arrive 22 May 2013 for a joint dinner and networking. The workshop takes place on the 23 May 2013.

The fee is EUR 500 (DKK 3750), and it includes accommodation and all meals. Places are limited to 30 participants. Registration takes place in March 2013 when the programme is ready.

Programme Committee

Professor Joachim Scholderer, Professor Hans Jørn Juhl, Associate Professor Stephan Zielke, Morten Fenger, Professor Klaus G. Grunert and Merete Elmann are responsible for the workshop.

Submission Guidelines

The deadline for submission of abstracts is 28 February 2013.

Please submit your abstract to Merete Elmann, meer@asb.dk. We will confirm all abstracts that are submitted.

Submissions should include:

• Title
• Author(s)
• Affiliation(s)
• Abstract (up to 350 words)
• Keywords (up to 5)

MAPP
Aarhus University
School of Business and Social Sciences
Bartholins Allé 10
DK-8000 Aarhus C
Web: www.mapp.au.dk

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