02 — Capability · BC-1360
Consumer Insights
Understand who shops with the retailer, what they buy together, why they choose or leave, and what they will want next, so merchandising, marketing and store decisions are made on shopper evidence rather than on instinct.
- Shopper Insights
- Customer Analytics
- Shopper Research
- Consumer Intelligence
In scope
- Shopper research, panels and in-store observation
- A unified view of the customer and the segments built on it
- Basket, transaction and loyalty-data analytics
- Trend sensing and demand signals from outside the four walls
Out of scope
- Market sizing, competitor and industry research in general (see BC-410)
- Loyalty program design and customer experience measurement (see BC-460)
- The enterprise data platform and governance (see BC-750)
Realized by · 0
- No product in the catalog yet.
Used in · 2
- Shelf-to-Basket · 01 Plan Assortment via BC-1360.30
- Shelf-to-Basket · 08 Measure & Protect Margin via BC-1360.30
Build it · 0
- Nothing in the library points here yet.
Decomposes into · 4
- BC-1360.10Shopper ResearchAsk and watch shoppers directly — surveys, panels, interviews and in-store observation — to learn what transaction data cannot say about motivation, satisfaction and unmet need.
- BC-1360.20Customer Data & SegmentationBuild one trustworthy picture of each customer from every channel and consented source, and group customers into segments the business can plan, assort and communicate against.
- BC-1360.30Basket & Purchase AnalyticsMine what customers actually bought — together, in sequence, at what price and in which channel — to find the affinities, switching and price sensitivity that shape assortment, space and promotion.
- BC-1360.40Trend & Demand SensingPick up the early signals of what shoppers will want — from search, social, weather, local events and competitor moves — and translate them into demand indications the business can act on in time.