Abstract: A plurality of transponders are attached to a plurality of trolleys and/or shopping baskets. Each of the transponders has a unique identity encoded therein. At least one detector is located in the store, the detector being adapted to detect the location of the plurality of transponders in the store at various times. A central server is adapted to receive information from the at least one detector or the plurality of transponders. The information at least includes the unique identity of at least one transponder detected and a time and location at which the transponder was detected within the store. This information is used to map the route of at least one consumer through the store.