How to Use & Read Our Cross-Shopping Diagrams
Consumer shopping behaviors and trends can emerge faster and instantly come into crystal-clear focus with data presented in graphs, diagrams, and infographics.
Recognizing that while continuing to advance our mission of democratizing data, Facteus has consolidated data from millions of transactions to create:
A searchable cross-shopping database: Enter a brand or store name in the search bar. Then, click enter and get in-depth cross-shopping data for that brand in seconds.
A brand-new, unique format for visually representing cross-shopping data: AKA a “chord diagram,” our cross-shopping graphics are deeply insightful infographics that feature a wealth of intelligence in visually appealing, easy-to-read diagrams.
Explaining how to view and analyze these revealing graphics, the following user guide shares:
A key to orient you and provide some context for what you’re looking at
Step-by-step instructions, with helpful screenshots to walk you through how to look at, analyze, and leverage our cross-shopping diagrams.
Cross-Shopping Diagram Key
This key explains where to find specific details and items in our cross-shopping diagrams, clarifying how to decipher the text, percentages, and other information in these graphics.
Brands
Look for brand names on the outer edge of the circle diagram.
Brand names will be placed at outer edge of the diagram near the following “clock” positions around the circle:
12:00
6:00
3:00
9:00
More
Additionally, brands will have a piece or “slice” of pie here, with a segment of the circle portioned out for the brand, representing that brand’s shoppers.
Percentages
Right beneath the edge of the circle are several percentages.
These percentages are associated with a colored line to explain the proportion (percentage) of customers from one brand (the brand named at the edge adjacent to the percentages) that shop at another.
Colored Chords
Associated with each percentage is a colored chord, shown in the image to the left by the purple arrows.
Each “chord” represents a connection between brands on the circle, serving as a cross-shopping “pair.”
The end of the chord with the percentage represents the beginning of the cross-shopping metric.
Read Our Cross-Shopping Diagrams: 4 Steps
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Select one of the brands on the outer edge of the circle as your starting point. Let’s pick Jersey Mike’s in the right-hand image (find “1” in the cross-shopping diagram).
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Choose one of the featured percentages as your starting point. Sticking with “Jersey Mike’s” in the diagram, let’s select 12.8% here (find “2” in the cross-shopping diagram above).
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Continuing from the example above, scroll over the area where “3” is shown in the image above.
Picking our example back up, this shows that 12.8% of Jersey Mike’s customers also shopped at Chipotle.
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Continue following the other percentages chords under the same brand — and, then, doing the same for the other brands in the circle to uncover more cross-shopping insights.
Continuing our example in the first three steps, let’s move through the other percentages under “Jersey Mike’s” to show what they indicate.
To do that, scroll over the:
“7.8%” (in teal): Notice showing that 7.8% of Jersey Mike’s customers also shopped at Panera Bread.
“1.5%” (in neon yellow): Here, the pop-up black bar indicates that 1.5% of Jersey Mike’s customers also shopped at Qdoba.
How to Use Cross-Shopping Data
Retailers can use cross-shopping data to enhance their understanding and knowledge of consumer behavior, their competitive positioning, and their sector in the retail space.
1. Unpack Customer Preferences.
Discover which brands or other retailers your customers shop at before and after they buy from you. Find out if that shifts with in-person versus online purchases and what the average spend is for each of these shopping events.
With that knowledge, it may be possible to discover what else a brand’s customers could want and get ahead of shifting consumer preferences.
2. Pinpoint Competitive Strengths & Weaknesses.
Knowing where a brand’s customers shop can start to uncover:
Products that customers want and are able to get from other retailers
Pricing that attracts customers to make certain purchases at one brand over another
What types of deals and discounts motivate greater spending and bigger-ticket purchases
With that, retailers can get clear eyes on their strengths and where there may be opportunities to improve, make updates, and/or add to their offerings to better serve their customers and drive more revenue to their bottom line.
3. Effectively Segment Customers.
With cross-shopping data and graphics, it’s easier to segment customers based on their shopping patterns and preferences.
That can fuel more personalized — and more effective — marketing strategies that can really land with customers by speaking to their specific interests, pain points, or aspirations
4. Do More.
With cross-shopping data and diagrams, there are few limits to what brands, leaders, and others can discover.
In fact, some additional uses of cross-shopping graphics and data include:
Optimizing product partnerships and promotions
Refine marketing campaigns and loyalty programs
Update pricing strategies
Turbocharge forecasting
Making more informed plans for new store locations
How to Get Started
Click here to circle back to our search bar where you can start entering brands, generating detailed cross-shopping graphics, and discovering more about customer behaviors and cross-shopping trends.
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