Trial and Repeat

Purpose

Illustrate the purchasing of a selection of items, or groups of items, from the perspective of initial (trial) and subsequent (repeat) purchases at the Household level of detail.

A Grid: HLP_Grid_1 and,

a Graph: HLP_Graph_1

Instance

These are the selections to be made to define an instance of this report.

GEOG – the standard store selector “Location”.

PROD – an ATTRibute only selector “Product Universe” where you can select the overall product dimension scope of the report.  The Households participating in this report, and used for the denominator of the penetration calculation, are those Households who purchased items in the product universe selection.

PROD – a second ATTRibute only selector “Product Detail” where the selections have been limited to only those that include items in the selection made in the “Product Universe” selector.  The items, or item groups, selected here will appear as columns in the report.  Additionally, there will be a leftmost column where all items in the selected groups are treated as a single group.

TIME – the standard suite of TIME dimension selectors “Time”, “Start or Count”, “Ending” and “Reported by”.  The selection made in “Reported by” will define the time granularity of the rows in the report.

SHOP – the standard “Shopper Group(s)” selector.

METRIC – the list of metrics available to this report.  Each selection represents a report page (report cube slice).

Rows

The rows are time buckets of the granularity defined by the “Reported by” selection.

Columns

The column structure is ACROSS2 within ACROSS1 where

ACROSS2 – a pair of columns where

TRIAL represents the purchase behavior of items in the ACROSS1 item group, by households for whom the purchasing in this time bucket is the first time in the overall time scope of the report that this Household has purchased ANY of the products in ANY of the item groups defined.  The first Household purchase of ANY of the items in ANY of the item groups defined defines that Households TRIAL time bucket.  All purchases by that Household in that time bucket are considered TRIAL purchases, and likewise, any purchases in any subsequent time bucket in ANY item group are considered REPEAT purchases.

REPEAT represents the purchase behavior of items, by Household, in the ACROSS1 item group subsequent to the Household’s TRIAL time bucket.

ACROSS1 – the item groups.

The first column.  Named “Item Group” this column represents the group of items composed of all the items in all the other item groups defined in the “Product Detail” selections.

The other columns are just the selections from the “Product Detail” selector.

Metrics

Each report page displays the one metric that is chosen from the “Metric” selector.  All metrics in that selector exist in the report data cube so are available for viewing without re-running the report.

$ – Dollars are the (list amount – markdown amount) from the POS transaction detail, the net purchase amount.

Units – This is the quantity purchased.

# HHs – The number of households purchasing the items in the item group in this time bucket.  If this time bucket has been identified as that Household’s TRIAL time  bucket then the count will appear in the TRIAL column.

Penetration – The penetration is the number of households purchasing in the time bucket expressed as a percentage of the total number of distinct Households purchasing in the defined product universe since the beginning of the time scope of the report.

Cumulative # of HHs – The count of distinct Households purchasing the items in the item group from the beginning of the time scope of the report.

Cume Penetration – The cumulative count of distinct Households having purchased the items in the item group from the beginning of the time scope of the report expressed as a percentage of the total number of distinct Households purchasing in the defined product universe since the beginning of the time scope of the report.

Graphing

The report has a default graphing data set of the first ACROSS1 column, the item group.