Glossary of terms
| Metric | Definition |
| Share of visits (%) | Indicates how customer visits are distributed across the selected retailers during the chosen period. The percentages sum, making it easy to compare each retailer’s relative position. |
| Visits per store vs market average (%) | Measures how strongly each retailer performs relative to the market average, when corrected for store network size. By taking the number of active stores into account, it reveals which retailers attract relatively more visits per location. |
| Fraction of visitors (%) | Reflects how many individual shoppers visited a retailer at least once during the selected period within the selected market. It captures customer reach, regardless of how often shoppers returned. |
| Average frequency | Measures how often shoppers visited a retailer on average during the selected period. A value of 2.5 means each shopper visited that retailer 2.5 times on average. |
| Average retailers visited | Indicates how many different retailers a shopper visited on average during the selected period. |
| Loyalty: primary (%) | The % of visitors that dedicated more than 50% of their total visits to the designated brand and dedicated at least 4 total visits to your sector during the selected period. |
| Loyalty: secondary (%) | The % of visitors that dedicated between 26-50% of their total visits to the designated brand and dedicated at least 4 total visits to your sector during the selected period. |
| Loyalty: occasionals (%) | The % of visitors that dedicated 25% or less of their total visits to the designated brand. Also includes visitors that visited a brand with less than 4 total visits to your sector during the selected period. |
| Loyalty: loyals (%) | Indicates the share of shoppers who visited a retailer regularly during the selected period: at least 26% of all sector visits, with a minimum of 4 sector visits in total. |
| Combined visitors (%) | Indicates the percentage of your shoppers who also visited a selected competitor during the same period, revealing how many customers shop at both retailers. |
| Customer journey | Visualises the last three visits of relevant shoppers over the past 90 days, helping explain whether visits come from returning customers, competing retailers or new market entry. The most recent visit appears on the right, the previous visits to the left. Three components are distinguished: - Retention: the previous visit was to the same retailer. - Acquisition: the previous visit was to a selected competitor. - Market entry: no previous visit occurred to any selected retailer during the previous 90 days (None). |
| Visit transfer | Reveals where visits shifted between retailers across two periods, helping identify which competitors lost visits and which retailers captured them. It reflects competitive movement between existing shoppers only, excluding changes driven by new shoppers or broader market frequency shifts. The left side shows where visits came from, the right side shows which retailers gained them. |
| Total net result | The net result represents the % of your total visits that you won/lost to or from competitors compared to the previous period. Example: a positive net result of 12% implies that 12% of your total visits for the selected period were won from competitors. |
| Loyalty types shift | An overview of how all the loyalty types from the selected retailer shifted in the evaluated period (compared to the reference period). 'No customer' represents the number of customers that did not dedicate a visit to the retailer in either the reference or evaluated period (depending on where they are positioned on the alluvial diagram). |
| Weekday visit transfer | A visual representation of how visits are flowing across different days of the week, i.e. what day is winning/losing visits from other days or what retailers are winning/losing visits from other days in the week? |
| Combiner rate distribution | With how many other retailers did the visitors of the selected retailer combine? Visitors in that only combined 1 retailer exclusively visited the selected retailer in the designated period. |