Grotthusshopping

Grotthusshopping is a term used in retail theory to describe a rapid, hop-like sequence of consumer visits across multiple shopping venues, in which attention and intent move through a network of stores in a manner reminiscent of the Grotthuss mechanism of proton transfer in hydrogen-bond networks. The concept is used as a metaphor to highlight non-linear, path-dependent shopping behavior rather than simple, linear browsing.

In the Grotthusshopping model, a shopper’s action at one location creates a micro-incentive or cue that raises the probability of an immediate transition to a nearby store, platform, or category. This chain of hops can propagate through a district, mall, or online marketplace, with the pattern shaped by layout, proximity, promotions, social influence, and digital recommendations. The sequence tends to be driven by short decision cycles, complementary product adjacency, and real-time feedback from other shoppers.

Researchers study Grotthusshopping through network analysis, diffusion models, and agent-based simulations. Data sources include anonymized location traces, purchase histories, and clickstream data from online and mobile channels. The concept helps explore how clustering of retailers, time-limited offers, and cross-store incentives influence cross-shop movement and overall purchase paths, rather than focusing solely on single-store conversions or linear funnels.

Critics note that the term is metaphorical and may oversimplify complex consumer choices. Privacy considerations and the risk of overgeneralizing shopper behavior are common points of discussion. See also: Grotthuss mechanism, diffusion of innovations, retail diffusion, urban mobility.