Homescan Loyalty and Interaction Analyses are positioned to evaluate the purchase mix of a brand’s buyers in order to understand the degree of brand loyalty and determine the competitive set in which they compete.

The analysis provides the following key measures:

• Loyalty (share of requirements)—highlights what percent of a brand’s buyers total category needs are satisfied by that particular brand

• Brand Interaction—determines what a brand’s buyers purchase when they move outside of its franchise

• Cross Category Interaction—evaluates if certain category or brand buyers are more likely than others to purchase other specified categories

Provides Insight Into:

• How loyal are my brand’s purchasers?

• What other categories/brands do my consumers purchase?

• Control label buyers are most likely to switch to/from what other brands?

• Are consumers more loyal to a particular size, form, flavour?

Key Business Benefits:

• Focus competitive strategy with better understanding of changes in loyalty and what other brands you interact with
• Understand the need for loyalty building programs.
• Develop cross-promotion opportunities with other highly interactive categories
• Understand the true consumer dynamics between you and your competitors

Especially Useful For:

• Marketing Managers can segment buyers based on loyalty and develop strategy accordingly
• Sales Professionals can assist retailers in identifying brands/segments with a high loyalty base that could potentially drive incremental traffic