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Segmenting and Weighting the Value of Each Shopper or Household Analyzing purchase dynamics enables manufacturers and retailers to quantify the value of each shopper based on basket size, number of trips, store penetration, and leading lifestyle indicators. Once values have been determined, high-level profiles are developed to classify each shopper by user type, such as:

Creating Targeted Offers (Intelligent Offers and Exclusive Offers)

Targeted offers help manufacturers and retailers capture greater return from every promotion-allocated dollar. Inmar’s most recent Shopper Behavior Study reported that 73 percent of shoppers want coupons loaded onto their store loyalty cards for regularly purchased items. Similarly, 79 percent of shoppers say they would be more interested in receiving promotions from a brand if they felt those promotions were targeted to products they normally buy. Using actual shoppers’ purchase behavior, intent data and recent brand engagement metrics, manufacturers can run concurrent offers optimized against multiple, unique shopper segments. For example, within the same campaign, offers can be designed to drive trial among one segment and grow loyalty among others. Providing highly relevant, targeted promotions can increase redemption rates by 2.5-4.5x, while improving ROI by 10-20 percent.

MEDIUM–HEAVY USERS

HEAVY USERS

MEDIUM–LIGHT USERS

LIGHT USERS

AVERAGE BASKET AMOUNT (ALL TRIPS)

$69

$57

$50

$41

AVERAGE # OF SHOPPING TRIPS PER YEAR

73

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56

41

29

AVERAGE # OF CATEGORIES PURCHASED PER YEAR

108

95

77

58

AVERAGE # OF CATEGORIES PURCHASED PER TRIP

9.8

8.5

7.5

6.4

Figure 4

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