Traveling salesmen are always moving from one customer to another looking to stay on schedule and get as much done as they can. The same is true of grocery shoppers and that is why a new study uses a concept known as the "Traveling Salesman Problem" (TSP) to better understand how consumers shop around the supermarket. Is it useful and relevant to study "shopper inefficiency"? Should retailers try to create sources of inefficiency, and how do they know how far to go in this regard?

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