When it comes to shopper insights, it is crucial to understand the underlying factors that drive shopper trips. Historically, the number of items purchased has been a key determinant in categorizing these trips, with “fill-in” trips, for example, involving the purchase of 5-15 items. While these trip delineations have been a long-standing tradition in the industry, it is important to note that just as the medical profession has evolved to abandon antiquated practices, so too must we continually re-evaluate and update our understanding of shopper behavior.
The challenge presented in these existing trip designators is that they fail to account for the shopper motivations within the trip, and how people are actually buying. Even within categories that instinctively seem similar (cookies vs. candy, for instance) there can be vast differences in category developments per trip type.
Looking at this example through the lens of traditional trip definitions omits the motivation behind the purchase. In order to obtain actionable insights and reveal opportunities, trips must be married with an in-depth knowledge of shopper behavior. The combination and linkage of the two uncover true shopper understanding.
We’re revolutionizing the way shopper trips are understood and analyzed. Our Shopper Activation Framework (SAF) harnesses years of shopper theory and research, utilizing data from 30,000 shopping trips to provide a comprehensive and holistic understanding of consumer behavior. Our approach is category-up, giving brands an unprecedented level of insight into how shoppers interact with their products, and those of their competitors, during a single trip.
With the SAF, brands can finally unlock the secrets of shopper behavior. From understanding how brand loyalty fluctuates throughout a trip, to identifying areas of underdevelopment or overdevelopment in specific categories, to pinpointing the triggers that prompt consumer action, the SAF provides the tools and insights necessary for brands to make data-driven decisions that drive sales and customer satisfaction.
Accurate measurement and analysis of trips is pivotal for brands, in order to ensure that they are investing in areas that truly matter. Because of the proprietary behavioral and motivational composition of the Shopper Activation Framework, it is equally suited to conventional brick-and-mortar trips as it is to online purchases for pickup, and online delivery trips.
Contact us today for a complimentary SAF overview of your category.
