What drives the customer to visit a shop?

Date of publication: April 19, 2005

Company: GfK

Author: Mark Hoffmann

Abstract:

This paper describes the way to find the missions behind each shop trip. It is based on real shopping behaviour data from the consumer panel on a long-term basis. By classifying the shop trips of each household in shopping basket types and combining this with the shopping habit it is possible to draw conclusions on the intention behind trips. Irregularities in shopping behaviour are hints for 'unintended shop trips', which are in the time of store wars an effective weapon for gaining clients. The question is what this weapon looks like.

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