Metrics
Main aisle
The main aisle is the central corridor that distributes shoppers into the store; it concentrates most promotional space and a large share of impulse purchases.
Why it deserves its own analysis
Almost every store format has one, and almost every trip crosses it. Most promotional trades are concentrated in a few metres of the main aisle, so understanding how shoppers behave there explains a lot of what happens in the rest of the store.
Key questions
- Which share of trips turns into each aisle from the main aisle?
- Which end caps and pallets get real attention, and which are passed at full speed?
- How does a new promotion change the direction shoppers take?