He grabbed beer and then chips or was it the other way around?
We were going to use the well-known myth of diapers and beers to exemplify product affinity but we have already gone pass by it. Not only we would tell you if this is really happening, but also which item was picked up first and how much time went by between both conversions.
Item affinity defines the likelihood of items being purchased in the same trip to the store. Retailers pay special attention to it because it helps them decide on product placement within the POP and even redesign the store layout accordingly. For example, by knowing that shampoos and conditioners are usually sold together, one could place them on the same aisle to ensure both sales or place them apart to generate traffic past other items.
Shopperception brings an innovative approach for the retail scenarios. We use 3D cameras (like Microsoft Kinect) for tracking shopper behavior in the store, creating real event metrics at product level. This enables us to observe and detect item affinity with a whole new set of details.
Market basket analysis helps business managers understand shopping behavior and increase sales. But it works with algorithms and probability. We provide real events in real time.
Retailers need accurate information to determine which promotions are working as fast as possible. Suppliers need it to decide which marketing campaigns they will continue to endorse. Shopperception is able to provide all this information even faster than any MBA.
Many times there is a main item that pulls many related items within product affinity. Some of these are the main reason why the customer attended the store in the first place. Creating a special discount on burgers may trigger the purchase of bread, vegetables, cheese and even ketchup. On the other hand, lacking certain brands of the driver items or running out of stock may jeopardize the whole purchase and customer’s loyalty.
Shopperception provides an excellent way to better understand shopper behavior and more precisely the order in which items are being purchased and their affinity within shopper missions. This new information can be leveraged to provide better product placement, design better discounts and thus maximize the shopper’s value to the business.
So, back to the beer and chips… which one was the antecedent? Contact us and we will tell you.