Basket

🎓Definition

Identifies what Loyal Customers buy during a shopping trip, in physical stores or online.
A basket is a selected mix of items that tracks the performance of a specific Category or segment, represented by transaction, receipt, or Order per shopping trip.

The basket can be measured in different ways for analysis purposes.

• Basket Value: It is the monetary value of the products purchased by a Customer on a Shopping Trip.
• Average Basket Value: It is the Total monetary value of the products of all Baskets / Number of baskets.
• Basket Penetration: It is the Total Number of baskets containing specific products / Total Number of baskets.
• Basket Number of Products (Number of Unique SKUs): It is Number of products with a different barcode in the Basket.
• Basket Number of Units (Number of all units in a basket): It is the Number of units, whatever the barcode in the Basket.

🧪 Example of Basket

For example, the total number of baskets of Retailer A on Monday is 100 baskets and generating a total of 80,000 THB in sales.
Among the 100 baskets, there are 40 baskets that contain Shampoo of Brand X.

Items Detail of the basket purchased by Ms.M that has Shampoo Brand X

• Shampoo Brand X 125 ML - 2 Bottles Price 150 THB per 1 Bottle
• Conditioner Brand X 125 ML - 1 Bottle Price 175 THB per 1 Bottle
• Shower Gel Brand Y 300 ML - 2 Bottles Price 100 THB per 1 Bottle
  Total spending for Ms. M is 675 THB

Summary from the above Sample:

• The basket Value of Ms. M is 675 THB
• The average Basket Value is 800 THB
• Shampoo Category Basket Penetration 40% (40 baskets / 100 baskets)
• Basket Number of Products of Ms. M (Number of Unique SKUs) = 3 SKUs
• Number of Units of Ms. M (Number of all units in a basket) = 5 pcs

❓What is Basket used for

Basket Value

Measure the level of spending by trip. Provides a quantified basis for strategies aimed at increasing customer spending.

Basket Penetration

Measure the popularity of the selected Category or products. Provides a quantified basis to measure the effectiveness of strategies that aim at influencing Customers to buy more or more often a specific Category or brand.

Basket Number of Products (Number of Unique SKUs)

Helps understand the nature of the shopping Mission Customers are looking for when visiting the store. It also helps measure the quality of the assortment (Variety)

Basket Number of Units (Number of all units in a basket)

Helps understand the nature of the shopping Mission Customers are looking for when visiting the store. It also helps understand some components of the Customer's consumption and household structure.

How can businesses effectively use Basket analysis to improve their marketing strategies and customer engagement?

Basket analysis provides businesses with valuable insights into customer purchasing behaviors and preferences. By analyzing Basket Value, Average Basket Value, Basket Penetration, and other metrics, businesses can tailor their marketing strategies to target specific customer segments more effectively. For instance, understanding which products are frequently bought together can help in cross-selling and bundling strategies. Moreover, businesses can use this data to personalize marketing campaigns, offer relevant promotions, and enhance the overall customer shopping experience, thereby increasing customer engagement and loyalty.

Are there any industry benchmarks or standards for Basket Value, Average Basket Value, Basket Penetration, and other Basket metrics that businesses should aim for?

While there may not be universally applicable benchmarks or standards for Basket metrics due to differences in industries, target audiences, and market conditions, businesses can establish their own benchmarks based on historical data and industry trends. It is essential for businesses to continuously monitor and compare their Basket metrics against these benchmarks to identify areas for improvement and optimization. Collaborating with industry associations, conducting market research, and benchmarking against competitors can also provide businesses with valuable insights into industry standards and best practices.

How do external factors like seasonal trends, promotions, or economic conditions influence the Basket metrics, and how can businesses account for these variables in their analysis?

External factors such as seasonal trends, promotions, and economic conditions can significantly influence Basket metrics by impacting customer purchasing behaviors and spending patterns. For example, during holiday seasons, customers may purchase more gift items, leading to higher Basket Values and Average Basket Values. Similarly, promotions and discounts can encourage customers to buy more or try new products, affecting Basket Penetration and the number of unique SKUs in a basket. To account for these variables in their analysis, businesses should segment their data by time periods, promotional activities, and economic indicators. By doing so, businesses can better understand the underlying factors driving changes in Basket metrics and make more informed decisions to optimize their marketing strategies and operations.