Business Intelligence and FMCG Glossary: #shoppingtrip
What is a “shopping trip” or shopping mission?
The concept of shopping trip is one of the fundamental elements of shopper marketing. Understanding how and when the shopper is interested in the category makes it possible to adapt the offer and the distribution strategy.
The same buyer can buy the same product in a very different way depending on
- The moment
- The opportunity
- The necessity
- The recipient
Shopping trips are groupings of similar purchasing behaviors at the point of sale. There are as many shopping trips as there are shoppers and reasons to buy.
It is different to buy a pack of beer on your way back home for personal consumption than to do it to receive friends. It is also very unlikely for a family to make a big monthly purchase in a convenience store or, on the contrary, to visit a hypermarket to buy only 1 liter of soda.
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