Glossary A–ZLetter S
Shopper insights
Shopper insights are findings about how people decide and behave when shopping: what they plan, what they buy on impulse, how they move through a store.
They come from surveys, observation, till data and loyalty cards. The focus is on the buyer at the moment of shopping, not on the consumer at home.
For screens in retail, such insights help answer the question of which content makes sense where. An example: if an analysis shows that customers in one department stand in front of the shelf for a long time comparing products, a screen with a product comparison is suitable there. At the entrance, where people pass through quickly, a short message fits better. The choice of times of day for certain offers can also be based on shopper insights.
Shopper insights are only as good as the data behind them. Surveys reflect what people say, not necessarily what they do; till data shows purchases but not the reasons. Where data from loyalty cards or sensors is used, data protection rules apply. Operators should not transfer findings from other markets or studies to their own location without checking them.