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Shopper insights

Shopper insights let a brand see who is actually buying its products at a retailer, and how those shoppers behave across categories, by matching its own first-party data against the retailer's transaction data. 

On its own, a brand typically sees only sales volume. Inside a data clean room, the brand and the retailer collaborate around their data without either side handing over customer records, which reveals which shopper segments are buying and which have lapsed.

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How it works

The retailer provisions its first-party transaction data and the brand provisions (optionally) its own customer data.

In a Decentriq data clean room, the analysis runs inside a confidential computing environment, and data owners must approve what runs on their data before results reach anyone else. 

Because the no-code setup assigns permissions through pre-defined roles when the clean room is created, the retailer decides in advance what each brand can see and do. Only aggregated results leave the clean room, such as segment sizes and category overlap, never individual shopper records. Read more on how retailers and brands win with data partnerships.

Frequently asked questions

How is this different from the sales and category reports a retailer already provides to its brand partners?

Standard retailer reports are typically aggregated at product or category level, so they show what sold. Matching the brand's own customer data against the retailer's transactions adds who bought it, at the level of the brand's own customers, without either side handing over records.

What has to be true of the retailer's data for matching to work?

Purchases need to be tied to an identifier the brand can also match on, such as a hashed email from a loyalty program or an online account. Transactions that can't be linked to a known customer, like anonymous cash purchases, can't be included in a customer-level match but can be leveraged to produce shopper insights.

What kinds of questions can the analysis answer?

For example, which customers are trading down in a category, whether premium buyers also respond to seasonal promotions, or what proportion of direct clients are shopping via the retailer as well.

Beyond campaign planning, what are shopper insights used for?

Retailers and brands also use them to inform decisions such as product launches and pricing, not only marketing.

View Other Audience Insights use-cases

Audience insights

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CRM enrichment

Add external signals to your own customer records to build a richer first-party profile

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Talk to us about shopper insights

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