Quantifying the shopper’s path to purchase
Quantifying your shoppers’ behaviour and their paths to purchase is key to understanding where you are winning and losing, and how you can prioritise to influence change.
The ways in which we can quantify shoppers and their movement varies greatly. Given we already know a growing amount of demographic information about our panellists, simply interrogating their extensive purchasing history can uncover a wealth of insight. For example, wouldn’t you want to know the kinds of products shoppers are buying when not in their usual store?
Panel data lends itself to helping decision making in all aspects of category management – shopper decisions, shopper missions, shopper response (to stimuli such as price and promotional changes)…
Additionally, if you throw into the mix the ability to ask our panellists questions via on-line questionnaires - you create a single source dataset linking shoppers’ attitudes and shopping experiences with their actual purchasing behaviour. This allows us to really quantify the shopper’s path to purchase and take panel data into places you may not have realised it could reach in the field of Shopper & Retail.
