Cross-Promotion Insights PlaybookFind opportunities to promote with other brands and create your sales deck

How to use the playbook

1 Get Started2 Select your options3 Find insights

Also, Learn about the methodology

Getting Started

Choose your analysis

Searching for opportunities? Start here

Found some interesting connections and looking to develop your sales deck?

Selecting options

The following explain the different selections you have available.

These are similar across all parts of this playbook

Selectable OptionsFirst, Define your shopper group

• Define a shopper group on the fly

• For example, to define the following shopper group Hispanic Walmart Shoppers that buy Gain Laundry Detergent, select:- Demographics “Hispanic”- Product or Category “Gain”- Retailers or Channels “Walmart”

Select to pick from a familiar list of pre-created shopper groups

Select from multiple demographics, you can select more than one

Limit the shopper group to those using SNAP/WIC funds, for example

Further customize by only looking those that made 6+ trips to Walmart ORspent in the top 30%

Leave this blank to selectTOTAL US SHOPPERS

Selectable Options2nd, Choose your time frame

• Select from a list of standard time periods OR choose the option to define your own

• Note: Past 1 Month and Past 1 Week should be used carefully due to the time it take for panelists to upload their receipts – this data is incomplete

Selectable Options3rd, Select products you want to limit the analysis to

• These are typically your brands or categories

• All of the $ product opportunities identified will be for the products selected in this selection screenSelect 1 or more products from the InfoScout product hierarchy

Select 1 or more components from your own customer hierarchy

Show all of the products within each of these levels (no selection needed)Warning: these options will increase the report run time!

This selection will be repeated for the “second type of product”. These are the products that you want to see the

relationship to the ones you pick above.

Selectable Options4th, Select the comparison products

This selection will be repeated for the “second type of product”. These are the products that you want to see the

relationship to the ones you pick in the previous screen.

Selectable Options5th, Retailer/Channel limitations

• Select an option ONLY if you want to limit the analysis within the walls of a retailer, banner, or a particular retail channel

• Appropriate uses (examples):- Basket affinities for Walmart shoppers

within Walmart

Selectable Options6th, Limit the analysis to specific types of trips

• You can limit the trips to a specific type if you are trying to understand, say, the basket affinity only for large baskets or when shoppers are redeeming SNAP/WIC funds.

Limit to only baskets that contain a certain number of items

Limit to trips where the shopper indicated that certain peoplewithin the family were on the shopping trip

Limit to only shopping trips where the shopper rated the trip low/med/high

Limit to trips where a specific payment method was used

You’re Ready! Run the Playbook!• This report is what we call a coffee report.

• Go pick up a cup of coffee

• What is it doing?- Finding all baskets (out of 50 Million) that contain

the products you indicated- Looking at all the other items in those baskets and

calculating a statistical probability of this combination happening

- Looking at the $ lifts to the products and the total basket to understand what’s the projected size of prize for doing this cross-promotion

Finding Insights

Exploring Cross-Promotion Opportunities• Understand more than just affinity. Understand how much

incremental $’s a combination of products actually delivers to the brand and retailer

Selected Options:Time frame: Past 12 Months, Product A: Parent Brands {Bud Light, Shocktop, Stella Artois, Yuengling, Rolling Rock}, Product B: Show all Categories, Panelist: 10 of 12 months panelists, Shopper Group: Left Blank (All Shoppers)

Total incremental lift for Product A when Product B is also bought(typically due to a larger size or more premium option being purchased)

Total incremental lift for the retailer (total basket $ ring) when these twoItems are being purchased vs the average basket size for Product A

The Index of how often this combination happens versus just by chance“Bud Light and Potato Chips are 2.5 times more likely to be bought together”

Select to view different measures across probabilities, basket sizes whenone or both of the products is in the basket, and more.

Understand the overlap between buyers• Pick only one item for each of the products

Number of households that buy only Bud light and not Budweiser

Number of households that buy both within the time period

Number of households that buy only Budweiser and not Bud Light

Identify HH Penetration Opportunities• Use this tool to understand key demographics

where the brand is under/over developed in order to target the cross-promotion opportunity

Pick a demographic

Shock top is overdeveloped with Asians while African Americans are under-Developed. Leverage Shocktop and Bud Light strategically to growPenetration with the right demographic groups

Find which retailers are driving the combination• Look for top retailers for each of the selected products in

addition to the cross-buying

• Look for key retail partners that are over developed with one product versus the other

Retailers that drive sales of Bud Light

Retailers that drive sales of ShockTop

Retailers where most of the cross-buying between Bud Light andShocktop is occurring within the timeframe selected

Understand trends over time

• Look for key tactical opportunities to merchandise cross-promotions when products are already sold

Select the analysis: HH Penetration, Percent of Dollars, or Percent of Trips

Look at the trend over months, days of the week, or time of day to see ifthere are any clear merch timings