Magazine: What do we include in our shopping lists?

How can we use shopping data to understand shopper behaviour? Simply – by using dunnhumby’s Shelf Review: this tool monitors how customers are purchasing a certain product category for a longer period of time, and based on this products are clustered according to how substitutable they are with each other. As the next step a customer decision tree is built that shows how shoppers make buying decisions in a given category. Relying on the decision tree, our experts can specify which products belong to the same group – that is which products satisfy the same need.

Shelf Review can help to identify market niches and optimise product selections. Food companies can learn which products are the competitors of their own products and understand when not to promote certain products at the same time. Everyone would like to gain a competitive advantage, which can be done by focusing on the customers. What else could be a better tool for this than Shelf Review? (x)