Instructions
This article provides read as statements for each part of the Promo Shopper Conversion Report in Promo Insights. To learn more about the Promo Shopper Conversion Report CLICK HERE. Use the Table of Contents to the right of this article to navigate to different sections of the report you wish to analyze. Where indicated, simply input data from your report into the read as statements to quickly analyze the data. The images seen throughout this article provide a visual for understanding the data.
*pro tip! click on the image to view a larger image.
EFFECTIVENESS - MANUFACTURER
*pro tip! click on the image to view a larger image.
% of Households
Repeat Buyers: [##]% of shoppers who bought [FOCUS PRODUCT] at [FOCUS STORE] [ON/OFF PROMO] also purchased [FOCUS PRODUCT] during the pre-period (anywhere, not necessarily [FOCUS STORE]).
Incremental Switchers: [##]% of shoppers who bought [FOCUS PRODUCT] at [FOCUS STORE] [ON/OFF PROMO] also purchased [FOCUS CATEGORY] during the pre-period (anywhere, not necessarily [FOCUS STORE]).
New Category Buyers: [##]% of shoppers who bought [FOCUS PRODUCT] at [FOCUS STORE] [ON/OFF PROMO] did not purchase [FOCUS CATEGORY] during the pre-period (anywhere, not necessarily [FOCUS STORE]).
Intra-Manufacturer Brand Switchers: [##]% of shoppers who bought [FOCUS PRODUCT] at [FOCUS STORE] [ON/OFF PROMO] also purchased [DIFFERENT PORTFOLIO PRODUCT] during the pre-period (anywhere, not necessarily [FOCUS STORE]).
% of Spend
Repeat Buyers: [##]% of the total amount spent on [FOCUS PRODUCT] at [FOCUS STORE] by [ON / OFF PROMOTION] buyers came from Repeat Buyers.
Incremental Switchers: [##]% of the total amount spent on [FOCUS PRODUCT] at [FOCUS STORE] by [ON / OFF PROMOTION] buyers came from Incremental Switchers.
New Category Buyers: [##]% of the total amount spent on [FOCUS PRODUCT] at [FOCUS STORE] by [ON / OFF PROMOTION] buyers came from New Category Buyers.
Intra-Manufacturer Brand Switchers: [##]% of the total amount spent on [FOCUS PRODUCT] at [FOCUS STORE] by [ON / OFF PROMOTION] buyers came from Intra-Manufacturer Brand Switchers.
% of Trips
Repeat Buyers: [##]% of the total trips where the [FOCUS PRODUCT] was purchased at the [FOCUS STORE] by [ON / OFF PROMOTION] buyers came from Repeat Buyers.
Incremental Switchers: [##]% of the total trips where the [FOCUS PRODUCT] was purchased at the [FOCUS STORE] by [ON / OFF PROMOTION] buyers came from Incremental Switchers.
New Category Buyers:[##]% of the total trips where the [FOCUS PRODUCT] was purchased at the [FOCUS STORE] by [ON / OFF PROMOTION] buyers came from New Category Buyers.
Intra-Manufacturer Brand Switchers: [##]% of the total trips where the [FOCUS PRODUCT] was purchased at the [FOCUS STORE] by [ON / OFF PROMOTION] buyers came from Intra-Manufacturer Brand Switchers.
% of Units
Repeat Buyers: [##]% of the total units of the [FOCUS PRODUCT] purchased at [FOCUS STORE] by [ON / OFF PROMOTION] buyers came from Repeat Buyers.
Incremental Switchers:[##]% of the total units of the [FOCUS PRODUCT] purchased at [FOCUS STORE] by [ON / OFF PROMOTION] buyers came from Incremental Switchers.
New Category Buyers: [##]% of the total units of the [FOCUS PRODUCT] purchased at [FOCUS STORE] by [ON / OFF PROMOTION] buyers came from New Category Buyers.
Intra-Manufacturer Brand Switchers: [##]% of the total units of the [FOCUS PRODUCT] purchased at [FOCUS STORE] by [ON / OFF PROMOTION] buyers came from Intra-Manufacturer Brand Switchers.
EFFECTIVENESS - RETAILER
*pro tip! click on the image to view a larger image.
% of Households
Repeat Shoppers: [##]% of shoppers who bought [FOCUS PRODUCT] at [FOCUS STORE] [ON / OFF PROMOTION] also purchased [FOCUS PRODUCT] during the pre-period at the [FOCUS STORE]).
Category Brand Switchers: [##]% of shoppers who bought [FOCUS PRODUCT] at [FOCUS RETAILER] also purchased the [FOCUS CATEGORY] at [FOCUS RETAILER] during the pre-period.
Category Converts: [##]% of shoppers who bought [FOCUS PRODUCT] at [FOCUS RETAILER] shopped at the [FOCUS RETAILER] but did not purchase within the [FOCUS CATEGORY] during the pre-period.
New Retailer Shoppers: [##]% of shoppers who bought [FOCUS PRODUCT] at [FOCUS RETAILER] did not shop at the [FOCUS RETAILER] during the pre-period.
% of Spend
Repeat Buyers: [##]% of the total amount spent on [FOCUS PRODUCT] at [FOCUS STORE] by [ON / OFF PROMOTION] buyers came from Repeat Buyers.
Category Brand Switchers: [##]% of the total amount spent on [FOCUS PRODUCT] at [FOCUS STORE] by [ON / OFF PROMOTION] buyers came from Category Brand Switchers.
Category Converts: [##]% of the total amount spent on [FOCUS PRODUCT] at [FOCUS STORE] by [ON / OFF PROMOTION] buyers came from Category Converts.
New Retailer Shoppers: [##]% of the total amount spent on [FOCUS PRODUCT] at [FOCUS STORE] by [ON / OFF PROMOTION] buyers came from New Retailer Shoppers.
% of Trips
Repeat Buyers: [##]% of the total trips where the [FOCUS PRODUCT] was purchased at the [FOCUS STORE] by [ON / OFF PROMOTION] buyers came from Repeat Buyers.
Category Brand Switchers: [##]% of the total trips where the [FOCUS PRODUCT] was purchased at the [FOCUS STORE] by [ON / OFF PROMOTION] buyers came from Category Brand Switchers.
Category Converts: [##]% of the total trips where the [FOCUS PRODUCT] was purchased at the [FOCUS STORE] by [ON / OFF PROMOTION] buyers came from Category Converts.
New Retailer Shoppers: [##]% of the total trips where the [FOCUS PRODUCT] was purchased at the [FOCUS STORE] by [ON / OFF PROMOTION] buyers came from New Retailer Shoppers.
% of Units
Repeat Buyers: [##]% of the total units of the [FOCUS PRODUCT] purchased at [FOCUS STORE] by [ON / OFF PROMOTION] buyers came from Repeat Buyers.
Category Brand Switchers: [##]% of the total units of the [FOCUS PRODUCT] purchased at [FOCUS STORE] by [ON / OFF PROMOTION] buyers came from Category Brand Switchers.
Category Converts: [##]% of the total units of the [FOCUS PRODUCT] purchased at [FOCUS STORE] by [ON / OFF PROMOTION] buyers came from Category Converts.
New Retailer Shoppers: [##]% of the total units of the [FOCUS PRODUCT] purchased at [FOCUS STORE] by [ON / OFF PROMOTION] buyers came from New Retailer Shoppers.
CONVERSION - MANUFACTURER
*pro tip! click on the image to view a larger image.
All Buyers
% of Households: [##]% of shoppers who purchased [FOCUS PRODUCT] [OFF/ON] promotion.
Avg Spend per Trip: An average of [##] was spent on [FOCUS PRODUCT] during the post period among all shoppers who purchased [FOCUS PRODUCT] [OFF/ON] promotion.
Index Spend per Trip:
If # is less than 100: On average, shoppers spent less per trip on [FOCUS PRODUCT] in the post period than they did during the report timeframe.
If # is greater than 100: On average, shoppers spent more per trip on [FOCUS PRODUCT] in the post period than they did during the report timeframe.
Avg Units per Trip: An average of [##] units were bought of [FOCUS PRODUCT] during the post period among all shoppers who purchased [FOCUS PRODUCT] [ON/OFF] promotion.
Index Units per Trip:
If # is less than 100: On average, shoppers purchased fewer units per trip of [FOCUS PRODUCT] in the post period than they did during the report timeframe.
If # is greater than 100: On average, shoppers purchased more per trip of the [FOCUS PRODUCT] in the post period than they did during the report timeframe.
New Buyers
*New Buyers = Shoppers who purchased [FOCUS PRODUCT] [ON/OFF] promotion and did not buy [FOCUS PRODUCT] before at any store.
% of Households: [##]% of shoppers purchased [FOCUS PRODUCT] [ON/OFF] promotion and did not buy [FOCUS PRODUCT] before at any store.
Avg Spend per Trip: An average of [##] was spent on [FOCUS PRODUCT] during the post period among New Buyers (shoppers who purchased [FOCUS PRODUCT] [ON/OFF] promotion and did not buy [FOCUS PRODUCT] before at any store).
Index Spend per Trip:
If # is less than 100: On average, New Buyers* spent less per trip on [FOCUS PRODUCT] in the post period than they did during the report timeframe.
If # is greater than 100: On average, New Buyers* spent more per trip on [FOCUS PRODUCT] in the post period than they did during the report timeframe.
Avg Units per Trip: An average of [##] units were bought of [FOCUS PRODUCT] during the post period among New Buyers (shoppers who purchased [FOCUS PRODUCT] [ON/OFF] promotion and did not buy [FOCUS PRODUCT] before at any store).
Index Units per Trip:
If # is less than 100: On average, New Buyers* purchased fewer units per trip of [FOCUS PRODUCT] in the post period than they did during the report timeframe.
If # is greater than 100: On average, New Buyers* purchased more per trip of the [FOCUS PRODUCT] in the post period than they did during the report timeframe.
Converted New Buyers
*Converted New Buyers = Shoppers who purchased [FOCUS PRODUCT] [ON/OFF] promotion and did not buy [FOCUS PRODUCT] before at any store who then bought [FOCUS PRODUCT] again at any store after the report timeframe.
% of Households: [##]% of shoppers purchased [FOCUS PRODUCT] [ON/OFF] promotion and did not buy [FOCUS PRODUCT] before at any store who then bought [FOCUS PRODUCT] again at any store after the promotional period.
Avg Spend per Trip: An average of [##] was spent on [FOCUS PRODUCT] during the post period among Converted New Buyers (Shoppers who purchased [FOCUS PRODUCT] [ON/OFF] promotion and did not buy [FOCUS PRODUCT] before at any store who then bought [FOCUS PRODUCT] again at any store after the promotional period).
Index Spend per Trip:
If # is less than 100: On average, Converted New Buyers* spent less per trip on [FOCUS PRODUCT] in the post period than they did during the report timeframe.
If # is greater than 100: On average, Converted New Buyers* spent more per trip on [FOCUS PRODUCT] in the post period than they did during the report timeframe.
Avg Units per Trip: An average of [##] units were bought of [FOCUS PRODUCT] during the post period among Converted New Buyers (Shoppers who purchased [FOCUS PRODUCT] [ON/OFF] promotion and did not buy [FOCUS PRODUCT] before at any store who then bought [FOCUS PRODUCT] again at any store after the promotional period).
Index Units per Trip:
If # is less than 100: On average, Converted New Buyers* purchased fewer units per trip of [FOCUS PRODUCT] in the post period than they did during the report timeframe.
If # is greater than 100: On average, Converted New Buyers* purchased more per trip of the [FOCUS PRODUCT] in the post period than they did during the report timeframe.
Not Converted New Buyers
Not Converted New Buyers = Shoppers who purchased [FOCUS PRODUCT] [ON/OFF] promotion and did not buy [FOCUS PRODUCT] before at any store who then also did not purchase [FOCUS PRODUCT] again at any store after the promotional period.
% of Households: [##]% of shoppers purchased [FOCUS PRODUCT] [ON/OFF] promotion and did not buy [FOCUS PRODUCT] before at any store, then also did not purchase [FOCUS PRODUCT] again at any store after the promotional period.
Existing Buyers
*Existing Buyers = Shoppers who purchased [FOCUS PRODUCT] [ON/OFF] promotion and bought [FOCUS PRODUCT] before at any store.
% of Households: [##]% of shoppers purchased [FOCUS PRODUCT] [ON/OFF] promotion and bought [FOCUS PRODUCT] before at any store.
Avg Spend per Trip: An average of [##] was spent on [FOCUS PRODUCT] during the post period among Existing Buyers (shoppers who purchased [FOCUS PRODUCT] [ON/OFF] promotion and bought [FOCUS PRODUCT] before at any store).
Index Spend per Trip:
If # is less than 100: On average, Existing Buyers* spent less per trip on [FOCUS PRODUCT] in the post period than they did during the report timeframe.
If # is greater than 100: On average, Existing Buyers* spent more per trip on [FOCUS PRODUCT] in the post period than they did during the report timeframe.
Avg Units per Trip: An average of [##] units were bought of [FOCUS PRODUCT] during the post period among Existing Buyers (shoppers who purchased [FOCUS PRODUCT] [ON/OFF] promotion and bought [FOCUS PRODUCT] before at any store).
Index Units per Trip:
If # is less than 100: On average, Existing Buyers* purchased fewer units per trip of [FOCUS PRODUCT] in the post period than they did during the report timeframe.
If # is greater than 100: On average, Existing Buyers* purchased more per trip of the [FOCUS PRODUCT] in the post period than they did during the report timeframe.
Incremental Existing Buyers
*Incremental Existing Buyers = Shoppers who purchased [FOCUS PRODUCT] [ON/OFF] promotion and bought [FOCUS PRODUCT] before at any store who then bought more [FOCUS PRODUCT] than usual at any store after the promotional period.
% of Households: [##]% of shoppers purchased [FOCUS PRODUCT] [ON/OFF] promotion and bought [FOCUS PRODUCT] before at any store then bought more [FOCUS PRODUCT] than usual at any store after the promotional period.
Avg Spend per Trip: An average of [##] was spent on [FOCUS PRODUCT] during the post period among Incremental Existing Buyers (shoppers who purchased [FOCUS PRODUCT] [ON/OFF] promotion and bought [FOCUS PRODUCT] before at any store who then bought more [FOCUS PRODUCT] than usual at any store after the promotional period).
Index Spend per Trip:
If # is less than 100: On average, Incremental Existing Buyers* spent less per trip on [FOCUS PRODUCT] in the post period than they did during the report timeframe.
If # is greater than 100: On average, Incremental Existing Buyers* spent more per trip on [FOCUS PRODUCT] in the post period than they did during the report timeframe.
Avg Units per Trip: An average of [##] units were bought of [FOCUS PRODUCT] during the post period among Incremental Existing Buyers (shoppers who purchased [FOCUS PRODUCT] [ON/OFF] promotion and bought [FOCUS PRODUCT] before at any store who then bought more [FOCUS PRODUCT] than usual at any store after the promotional period).
Index Units per Trip:
If # is less than 100: On average, Incremental Existing Buyers* purchased fewer units per trip of [FOCUS PRODUCT] in the post period than they did during the report timeframe.
If # is greater than 100: On average, Incremental Existing Buyers* purchased more per trip of the [FOCUS PRODUCT] in the post period than they did during the report timeframe.
Subsidized Existing Buyers
*Subsidized Existing Buyers = Shoppers who purchased [FOCUS PRODUCT] [ON/OFF] promotion and bought [FOCUS PRODUCT] before at any store who then bought fewer [FOCUS PRODUCT] than usual at any store after the promotional period.
% of Households: [##]% of shoppers purchased [FOCUS PRODUCT] [ON/OFF] promotion and bought [FOCUS PRODUCT] before at any store then bought fewer [FOCUS PRODUCT] than usual at any store after the promotional period.
Avg Spend per Trip: An average of [##] was spent on [FOCUS PRODUCT] during the post period among Subsidized Existing Buyers (shoppers who purchased [FOCUS PRODUCT] [ON/OFF] promotion and bought [FOCUS PRODUCT] before at any store who then bought fewer [FOCUS PRODUCT] than usual at any store after the promotional period).
Index Spend per Trip:
If # is less than 100: On average, Subsidized Existing Buyers* spent less per trip on [FOCUS PRODUCT] in the post period than they did during the report timeframe.
If # is greater than 100: On average, Subsidized Existing Buyers* spent more per trip on [FOCUS PRODUCT] in the post period than they did during the report timeframe.
Avg Units per Trip: An average of [##] units were bought of [FOCUS PRODUCT] during the post period among Subsidized Existing Buyers (shoppers who purchased [FOCUS PRODUCT] [ON/OFF] promotion and bought [FOCUS PRODUCT] before at any store who then bought fewer [FOCUS PRODUCT] than usual at any store after the promotional period).
Index Units per Trip:
If # is less than 100: On average, Subsidized Existing Buyers* purchased fewer units per trip of [FOCUS PRODUCT] in the post period than they did during the report timeframe.
If # is greater than 100: On average, Subsidized Existing Buyers* purchased more per trip of the [FOCUS PRODUCT] in the post period than they did during the report timeframe.
Existing and Not Returned Buyers
Existing and Not Returned Buyers = Shoppers who purchased [FOCUS PRODUCT] [ON/OFF] promotion and bought [FOCUS PRODUCT] before at any store who then have not bought [FOCUS PRODUCT] at any store after the promotional period.
% of Households: [##]% of shoppers purchased [FOCUS PRODUCT] [ON/OFF] promotion and bought [FOCUS PRODUCT] before at any store then have not bought [FOCUS PRODUCT] at any store after the promotional period.
CONVERSION - RETAILER
*pro tip! click on the image to view a larger image.
All Buyers
% of Households: [##]% of shoppers purchased [FOCUS PRODUCT] at [FOCUS RETAILER] [OFF/ON] promotion.
Avg Spend per Trip: An average of [##] was spent on [FOCUS PRODUCT] at [FOCUS RETAILER] during the post period among all shoppers who purchased [FOCUS PRODUCT] at [FOCUS RETAILER] [OFF/ON] promotion.
Index Spend per Trip:
If # is less than 100: On average, shoppers spent less per trip on [FOCUS PRODUCT] at [FOCUS RETAILER] in the post period than they did during the report timeframe.
If # is greater than 100: On average, shoppers spent more per trip on [FOCUS PRODUCT] at [FOCUS RETAILER] in the post period than they did during the report timeframe.
Avg Units per Trip: An average of [##] units were bought of [FOCUS PRODUCT] at [FOCUS RETAILER] during the post period among all shoppers who purchased [FOCUS PRODUCT] at [FOCUS RETAILER] [ON/OFF] promotion.
Index Units per Trip:
If # is less than 100: On average, shoppers purchased fewer units per trip of [FOCUS PRODUCT] at [FOCUS RETAILER] in the post period than they did during the report timeframe.
If # is greater than 100: On average, shoppers purchased more per trip of the [FOCUS PRODUCT] at [FOCUS RETAILER] in the post period than they did during the report timeframe.
New Buyers
*New Buyers = Shoppers who purchased [FOCUS PRODUCT] [ON/OFF] promotion and did not buy [FOCUS PRODUCT] before at [FOCUS RETAILER].
% of Households: [##]% of shoppers purchased [FOCUS PRODUCT] [ON/OFF] promotion and did not buy [FOCUS PRODUCT] before at [FOCUS RETAILER].
Avg Spend per Trip: An average of [##] was spent on [FOCUS PRODUCT] during the post period among New Buyers (shoppers who purchased [FOCUS PRODUCT] [ON/OFF] promotion and did not buy [FOCUS PRODUCT] before at [FOCUS RETAILER]).
Index Spend per Trip:
If # is less than 100: On average, New Buyers* spent less per trip on [FOCUS PRODUCT] in the post period than they did during the report timeframe.
If # is greater than 100: On average, New Buyers* spent more per trip on [FOCUS PRODUCT] in the post period than they did during the report timeframe.
Avg Units per Trip: An average of [##] units were bought of [FOCUS PRODUCT] during the post period among New Buyers (shoppers who purchased [FOCUS PRODUCT] [ON/OFF] promotion and did not buy [FOCUS PRODUCT] before at [FOCUS RETAILER]).
Index Units per Trip:
If # is less than 100: On average, New Buyers* purchased fewer units per trip of [FOCUS PRODUCT] in the post period than they did during the report timeframe.
If # is greater than 100: On average, New Buyers* purchased more per trip of the [FOCUS PRODUCT] in the post period than they did during the report timeframe.
Converted New Buyers
*Converted New Buyers = Shoppers who purchased [FOCUS PRODUCT] [ON/OFF] promotion and did not buy [FOCUS PRODUCT] before at [FOCUS RETAILER] who then bought [FOCUS PRODUCT] at [FOCUS RETAILER] after the promotional period.
% of Households: [##]% of shoppers purchased [FOCUS PRODUCT] [ON/OFF] promotion and did not buy [FOCUS PRODUCT] before at [FOCUS RETAILER] then bought [FOCUS PRODUCT] at [FOCUS RETAILER] after the promotional period.
Avg Spend per Trip: An average of [##] was spent on [FOCUS PRODUCT] during the post period among Converted New Buyers (Shoppers who purchased [FOCUS PRODUCT] [ON/OFF] promotion and did not buy [FOCUS PRODUCT] before at [FOCUS RETAILER] who then bought [FOCUS PRODUCT] at [FOCUS RETAILER] after the promotional period).
Index Spend per Trip:
If # is less than 100: On average, Converted New Buyers* spent less per trip on [FOCUS PRODUCT] in the post period than they did during the report timeframe.
If # is greater than 100: On average, Converted New Buyers* spent more per trip on [FOCUS PRODUCT] in the post period than they did during the report timeframe.
Avg Units per Trip: An average of [##] units were bought of [FOCUS PRODUCT] during the post period among Converted New Buyers (Shoppers who purchased [FOCUS PRODUCT] [ON/OFF] promotion and did not buy [FOCUS PRODUCT] before at any store who then bought [FOCUS PRODUCT] again at any store after the promotional period).
Index Units per Trip:
If # is less than 100: On average, Converted New Buyers* purchased fewer units per trip of [FOCUS PRODUCT] in the post period than they did during the report timeframe.
If # is greater than 100: On average, Converted New Buyers* purchased more per trip of the [FOCUS PRODUCT] in the post period than they did during the report timeframe.
Not Converted New Buyers
Not Converted New Buyers = Shoppers who purchased [FOCUS PRODUCT] [ON/OFF] promotion and did not buy [FOCUS PRODUCT] before at [FOCUS RETAILER] who then did not buy [FOCUS PRODUCT] at [FOCUS RETAILER] after the promotional period.
% of Households: [##]% of shoppers purchased [FOCUS PRODUCT] [ON/OFF] promotion and did not buy [FOCUS PRODUCT] before at [FOCUS RETAILER] then did not buy [FOCUS PRODUCT] at [FOCUS RETAILER] after the promotional period.
Existing Buyers
*Existing Buyers = Shoppers who purchased [FOCUS PRODUCT] [ON/OFF] promotion and bought [FOCUS PRODUCT] at [FOCUS RETAILER] before.
% of Households: [##]% of shoppers purchased [FOCUS PRODUCT] [ON/OFF] promotion and bought [FOCUS PRODUCT] at [FOCUS RETAILER] before.
Avg Spend per Trip: An average of [##] was spent on [FOCUS PRODUCT] during the post period among Existing Buyers (shoppers who purchased [FOCUS PRODUCT] [ON/OFF] promotion and bought [FOCUS PRODUCT] at [FOCUS RETAILER] before).
Index Spend per Trip:
If # is less than 100: On average, Existing Buyers*spent less per trip on [FOCUS PRODUCT] in the post period than they did during the report timeframe.
If # is greater than 100: On average, Existing Buyers* spent more per trip on [FOCUS PRODUCT] in the post period than they did during the report timeframe.
Avg Units per Trip: An average of [##] units were bought of [FOCUS PRODUCT] during the post period among Existing Buyers (shoppers who purchased [FOCUS PRODUCT] [ON/OFF] promotion and bought [FOCUS PRODUCT] at [FOCUS RETAILER] before).
Index Units per Trip:
If # is less than 100: On average, Existing Buyers* purchased fewer units per trip of [FOCUS PRODUCT] in the post period than they did during the report timeframe.
If # is greater than 100: On average, Existing Buyers* purchased more per trip of the [FOCUS PRODUCT] in the post period than they did during the report timeframe.
Incremental Existing Buyers
*Incremental Existing Buyers = Shoppers who purchased [FOCUS PRODUCT] [ON/OFF] promotion and bought [FOCUS PRODUCT] at [FOCUS RETAILER] before who then bought more [FOCUS PRODUCT] than usual at [FOCUS RETAILER] after the promotional period.
% of Households: [##]% of shoppers purchased [FOCUS PRODUCT] [ON/OFF] promotion and bought [FOCUS PRODUCT] at [FOCUS RETAILER] before then bought more [FOCUS PRODUCT] than usual at [FOCUS RETAILER] after the promotional period.
Avg Spend per Trip: An average of [##] was spent on [FOCUS PRODUCT] during the post period among Incremental Existing Buyers (shoppers who purchased [FOCUS PRODUCT] [ON/OFF] promotion and bought [FOCUS PRODUCT] at [FOCUS RETAILER] before who then bought more [FOCUS PRODUCT] than usual at [FOCUS RETAILER] after the promotional period).
Index Spend per Trip:
If # is less than 100: On average, Incremental Existing Buyers* spent less per trip on [FOCUS PRODUCT] in the post period than they did during the report timeframe.
If # is greater than 100: On average, Incremental Existing Buyers* spent more per trip on [FOCUS PRODUCT] in the post period than they did during the report timeframe.
Avg Units per Trip: An average of [##] units were bought of [FOCUS PRODUCT] during the post period among Incremental Existing Buyers (shoppers who purchased [FOCUS PRODUCT] [ON/OFF] promotion and bought [FOCUS PRODUCT] at [FOCUS RETAILER] before who then bought more [FOCUS PRODUCT] than usual at [FOCUS RETAILER] after the promotional period).
Index Units per Trip:
If # is less than 100: On average, Incremental Existing Buyers* purchased fewer units per trip of [FOCUS PRODUCT] in the post period than they did during the report timeframe.
If # is greater than 100: On average, Incremental Existing Buyers* purchased more per trip of the [FOCUS PRODUCT] in the post period than they did during the report timeframe.
Subsidized Existing Buyers
*Subsidized Existing Buyers = Shoppers who purchased [FOCUS PRODUCT] [ON/OFF] promotion and bought [FOCUS PRODUCT] at [FOCUS RETAILER] before who then bought fewer [FOCUS PRODUCT] than usual at [FOCUS RETAILER] after the promotional period.
% of Households: [##]% of shoppers purchased [FOCUS PRODUCT] [ON/OFF] promotion and bought [FOCUS PRODUCT] at [FOCUS RETAILER] before then bought fewer [FOCUS PRODUCT] than usual at [FOCUS RETAILER] after the promotional period.
Avg Spend per Trip: An average of [##] was spent on [FOCUS PRODUCT] during the post period among Subsidized Existing Buyers (shoppers who purchased [FOCUS PRODUCT] [ON/OFF] promotion and bought [FOCUS PRODUCT] at [FOCUS RETAILER] before who then bought fewer [FOCUS PRODUCT] than usual at [FOCUS RETAILER] after the promotional period).
Index Spend per Trip:
If # is less than 100: On average, Subsidized Existing Buyers* spent less per trip on [FOCUS PRODUCT] in the post period than they did during the report timeframe.
If # is greater than 100: On average, Subsidized Existing Buyers* spent more per trip on [FOCUS PRODUCT] in the post period than they did during the report timeframe.
Avg Units per Trip: An average of [##] units were bought of [FOCUS PRODUCT] during the post period among Incremental Existing Buyers (shoppers who purchased [FOCUS PRODUCT] [ON/OFF] promotion and bought [FOCUS PRODUCT] at [FOCUS RETAILER] before who then bought more [FOCUS PRODUCT] than usual at [FOCUS RETAILER] after the promotional period).
Index Units per Trip:
If # is less than 100: On average, Subsidized Existing Buyers* purchased fewer units per trip of [FOCUS PRODUCT] in the post period than they did during the report timeframe.
If # is greater than 100: On average, Subsidized Existing Buyers* purchased more per trip of the [FOCUS PRODUCT] in the post period than they did during the report timeframe.
Existing and Not Returned Buyers
Existing and Not Returned Buyers = Shoppers who purchased [FOCUS PRODUCT] [ON/OFF] promotion and bought [FOCUS PRODUCT] at [FOCUS RETAILER] before who then did not buy [FOCUS PRODUCT] again at [FOCUS RETAILER] after the promotional period.
% of Households: [##]% of shoppers purchased [FOCUS PRODUCT] [ON/OFF] promotion and bought [FOCUS PRODUCT] at [FOCUS RETAILER] before then did not buy [FOCUS PRODUCT] again at [FOCUS RETAILER] after the promotional period.
On/Off Promo Buyers Definitions
*pro tip! click on the image to view a larger image.
Report Timeframe = the dates you chose in the report prompt. NOT the pre-period and post-period timeframes.
Promotional Timeframe = the dates that a promotion was running for your focus Category/Product at the focus Store/Channel during the Report Timeframe.
On Promo Buyers = Shoppers who bought the focus Category/Product at the focus store/channel during the promotional timeframe within the report timeframe.
Off Promo Buyers = Shoppers who bought the focus Category/Product at the focus store/channel during the report timeframe but not the promotional timeframe.