Leveraging Retail ObjectivesTo Drive Growth: Basket Penetration & Incidence
Topics: Category Strategy, Channel / Retail, FMCG, Point of Purchase, Shopper
In the third of a series of 5 articles, ShopAbility discuss the key retail objective of Basket Penetration; its applications for shopper behaviour, and how to leverage it for category growth.
For Retail World Magazine, 8 June 2009, by Norrelle Goldring of ShopAbility. 
This is the third in a series of five articles about Achieving Retail Objectives from the team at ShopAbility. The first article introduced the concept of the key retail objectives being a 5-Way Multiple: Frequency, Traffic, Incidence, AWOP, and Spend. It focused on Frequency and Inter Purchase Interval. The second was about Average Weight of Purchase (AWOP) (these articles are re-published at www.sh-opportunity.com.au if you missed them).
