1.
Beyond the Barcode
Levels of
Shopper
Insight
3

2.
*RSR Merchandising Today
Benchmark Report 2015
Know your customers and deliver what
they want or lose them; it’s that simple.
To deliver an optimal shopping experience
in the physical store, retailers need
sophisticated insights into customer
behavior and needs, going beyond the
barcode to 3 levels of shopper data.
Now, more than ever, your customer is
much more than just another barcode
passing over the checkout scanner.
Here are 3 levels of data to
get deeper insight into your
shopper’s preferences.
of brands surveyed identified their top
business challenge in merchandising as
Understanding Customer Preferences.*
43%
Beyond the Barcode

3.
Level 1
Transactional Data
How well do you know your customer?
• Do you understand the Product Affinity
that relates to your customer base?
Which categories are purchased along
with a target item or group, as well
as the lift realized when these are
purchased together?
• Can you see how many shoppers buy
product X and Y? (Overlap Analysis)
• Do you have insight into Multiples Analysis
—the number of units shoppers purchase
in a shopping trip?

4.
Shopper Identified Data
Can you link shopping baskets to customers
for a deeper level of behavioral analysis and
understanding?
Your customer’s sales behavior should
enable you to answer the following:
• Am I gaining or losing shoppers,
and in which segments?
• Are they spending more or less per trip?
• Are they buying more or less
of which products?
Level 2

5.
*Bain Consulting (Loyalty Management Second Quarter 2012)
Shopper Identified Data
with Shopper Segmentation
To fully understand your customer,
you must understand…
• Segment Comparison—identifying brands
in a category that over- or under-perform
against key shopper segments.
• Item Importance—examining a product
group for a shopper segment and then
charting each product in terms of overall
shopper spend and item share of require-
ments.
• New/Lost/Retained—identifying which
products are driving new shoppers to the
category, losing shoppers, or performing
best in terms of shopper retention.
of shoppers typically drive 40% of sales.
Identifying high value shopper segments can
drive big improvements to the bottom line.*10%
The top
Level 3

6.
Knowledge is power, and today knowledge is potentially deeper and more powerful
than ever. Learn more about how deep shopper insights empower retailers to deliver
effective, shopper-centric merchandising.
Move Beyond the Barcode
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