Shopper Behaviour
| Metric | Explanation | Formula |
| Number of buyers | Unique buyers in selected period | |
| Sales | Sales in selected period | |
| Orders | Unique Orders in selected period | |
| Purchase Frequency | How many orders on average a user makes in selected period | Unique orders / number of customers |
| Average Ticket | The average order value in selected period | Total value / Number of order |
On the top right corner of the section Shopper Behaviour, you can click the button “Compare to Category” to display all of the metrics in this section compared to the category.
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Shopper Preferences
| Metric | Explanation | Formula |
| Cross Basket | Afinity with other categories, Which are the top other categories users are buying when they are buying my products? | Orders to other categories / Orders to selected category |
| Top Brand Incidence | Afinity with other brands that play in the same category as the one being analyzed | Orders to other brands in the same category / Orders to selected category |
| Top Restaurant Preference | Afinity with restaurants, Which are the top restaurants users are buying when they are buying my products? | # of orders to restaurants by users buying from selected category |
High Consumption Moments
| Metric | Explanation | Formula |
| Consumption moments by brand | The moment of purchase of the user for the brand (By day of the week and hour of the day) | Brand Orders in a range of time by day / Brand total orders |
| Consumption moments by category | The moment of purchase of the user for the category (By day of the week and hour of the day) | Category Orders in a range of time by day / Category total |
Hovering over the distribution graph will show the % of overall consumption, and on the right side it will display the total % by range of time and at the bottom the % total by day.
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Geolocalization of Active users
| Metric | Explanation |
| Sales zones by brands | Heatmap and stores in which the users bought the brand. |
| Sales zones by category | Heatmap and stores in which the users bought the category. |
Click in “Load Stores” to see retailer details. Share of users by city will be displayed below the map.
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Segment Analysis by RFM
| Metric | Explanation |
| Heavy Users | – Users with the greatest spend in the category / Brand – Purchase recurringly – Are brand promoters |
| At risk | – Low purchase frequency – Average Ticket and frequency are below de average of the other segments |
| New Users | Users that havent made a purchase in the last 3 months |
| Potential Heavy Users | – Have great purchasing habits – Are recurringly buying the brand or category with a good amount of purchase per order |
| Laggers | Users that mantain a tendency of purchase below the cateogories average |
| Loyals | – Recurrent users and buyers of Rappi – They dont show a high ticket nor a high frequency in their purchases |
| Average Users | Users that show a similar behaviour than the average of the category |
| Heavy Users At Risk | – Users with the biggest spend in the brand / category – Their last purchase is farther than the Heavy user for the period analyzed |
Hover over the bar graphs in the RFM segment to see the % of weight users and sales represent on overall segments.
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Active Users
| Metric | Explanation | Formula |
| New Users | Users who had never made a purchase before. | |
| Reactivated Users | Users who had not made a purchase for at least three months. | |
| Frequent Users | Users who have made at least two purchases in the last three months. | |
| User Penetration | The penetration of the users in the category. Of all the users that buy the category what % is buying my brand? | Users that buy the brand / total users that buy de category |
Hovering over the brand active users will display a tooltip showing the split of users by frequent and new.
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Hovering over the Users penetration trendline will show the total % of users penetration as well as the split by frequent and new users.
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Share of Pocket
| Metric | Explanation | Formula |
| Share of Pocket | Of the total orders users make to the category being analyzed: How many have the maker category in it? | Brand Orders / Total orders to the category the brand plays in |
| Share of Pocket Preference | Of the total users spend. What % is being allocated to the different brands that play in the category? | Spend in brand / total spend in category |
Hovering over Share of pocket trendline will show the total % of orders that include the brand in them.
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Hovering over the boxes by brand will display the % of share.
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