Based on the report described on Page 60 of Gary Hawkins book “Customer Intelligence” this report shows shopper counts for selected purchase behavior segments as they change over time.
- GEOG dimension selection is using the standard Location selector
- PROD dimension selection is using the standard Product selector.
- TIME scope of the report using the standard Start/Count and Ending selectors.
- TIME granularity, the size of the time buckets that form the rows of the report using the Show Time by selector.
- SHOP dimension, the participation of households in the report can be defined using the standard Shopper Group selector.
Time buckets of the time granularity selected in the Show Time by selector.
The columns are the segments created by the Customer Flow segmentation. Briefly these are
- NEW – shopped in the Quarter the segmentation was run (SegQtr) but hadn’t been to the store for a year prior to that.
- REVIVED – shopped in the SegQtr, did not shop in the 6 months prior to the SegQtr, but did shop in the 6 months prior to that.
- GROWING – shopped in the 6 months prior to the SegQtr and in the SegQtr, and grew their spending by over 20%.
- STABLE – shopped in the 6 months prior to the SegQtr and in the SegQtr, and their SegQtr spend was between 80% and 120% of their prior spend.
- DECLINING – shopped in the 6 months prior to the SegQtr, and their SegQtr spend was less than 80% of their prior spend.
- LAPSED – haven’t shopped in the 6 months prior to the SegQtr or the SegQtr, but had shopped in the 6 months prior to that.
- PEANUTS – (catchy name, huh?) This is a segment designed to allow the marketing designer to remove the occasional shopper from the mix if they want to. A Peanut is someone whose average monthly spend in the timescope of this report (15 months) did not break our “peanuts threshold” of $20 per month.
When reviewing this report one should remember that the LAPSED shoppers are those that do not have a positive net spend in the store in the timeframe of the row [ hence lapsed, ]. But, occasionally a LAPSED shopper will come into the store and return something. That’s not “shopping” but we thought we’d leave those anomolies in the report.
The data in the columns reflect the selection of the metric from the Metric page slicer selector. The data values are all built up from the purchase behavior of the households in the column segment shopping in the row time bucket.
- $ – is the dollar spend.
- Units – is the item quantity.
- # HHs – is the distinct household count.
- % $ – is the $ expressed as a % of the row
- % Units – is the Units expressed as a % of the row
- % HHs – is the # HHs expressed as a % of the row