This paper will debate firstly which dimensions could be added to shopping missions and secondly, if these dimensions add to the basic principle of missions: can we explain future behaviour more effectively? secondly this paper will focus on the value of shopping missions in building differentiation among retailers. in order to do so, about 1,000 people were interviewed in the United Kingdom about their grocery shopping behaviour. data was collected using ipsos moris CAPiBU s2 amongst a representative sample of adults aged 15 years or over. this data will also be presented herewith.