Reference table
Four shopper realities behind one affinity score
Why the same high lift can call for four different actions
A table showing four different shopping trips that produce the same high lift in market basket analysis: one job, two jobs on one trip, a forced substitution and a shared driver such as a promotion. For each it gives what the shopper would say and what the merchandising team should do. Use it to decide which basket rules need a conversation with shoppers before you act. Koji can run those trip interviews with shoppers picked from your basket data.
Where this appears
What's in this reference table
| What actually happened | What the shopper would say | What the data shows | What you should do |
|---|---|---|---|
| One job: both items serve one purpose, like pasta and sauce for dinner | I was making dinner | High lift | Bundle, co-locate, cross-promote. The rule is real |
| Two jobs, one trip: a stock-up run that includes a birthday card | Those are unrelated, I just needed both | High lift | Do nothing. Co-locating them helps nobody |
| Forced substitute: the preferred item was out, so a second choice went in | They were out of my usual | High lift | Fix availability. Promoting the substitute entrenches the failure |
| Shared driver: same promotion, aisle or buyers, for unrelated reasons | It was on offer | High lift | The association belongs to the promotion, not the products |
Use this image
Free to use in your docs, decks and posts under CC BY 4.0, as long as you credit Koji with a link to this page. To embed it, paste this into your page:
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<a href="https://www.koji.so/visuals/four-reasons-products-share-a-basket"><img src="https://www.koji.so/visuals/four-reasons-products-share-a-basket/four-reasons-products-share-a-basket.png" alt="Table of four reasons two products share a basket, one job, two jobs, a forced substitute and a shared driver, each showing high lift." width="1200" height="889" /></a>
<p>Source: <a href="https://www.koji.so/visuals/four-reasons-products-share-a-basket">Four shopper realities behind one affinity score</a>, Koji</p>
