YouGov：2026寻找真正的增长杠杆：购物者转化流失案例研究报告（英文版）（21页）.pdf

1、R E P O R TFinding the real growth lever:the shopper conversion leakage caseFinding the real growth lever:the shopper conversion leakage caseContents1Introduction2From symptoms to drivers:a shopper-based diagnostic model3Case study:Personal Wash category at Retailer A4Turning insight into a category

2、 plan(without guessing)5Conclusion2Finding the real growth lever:the shopper conversion leakage case IntroductionIn one year,255,000 shoppers stopped buying shower gel from one grocery retailer.Not because they left the category,but because they bought it elsewhere.This report shows who is leaving,w

3、here they go,and what drives the switch-including why“more promotions”,wont win them back in this case.Too many category plans start with sales results and work backward.But sales data tells you what happened,not why.When the“why”is missing,teams fall back on familiar levers-promotions,price moves,t

4、raffic tactics-and treat symptoms instead of the underlying issue.3Source:SimIT Web MAT Q3;YouGov ShopperWe set out a shopper behavior diagnostic focused on conversion(buyer closure rate)(buyer closure rate),showing how to:Separate real demand from price effects Pinpoint the behavioral drivers behin

5、d the topline Size the opportunity using credible benchmarksA real,anonymized case study in Personal Wash(bath and shower gel)brings the method to life.Retailer A saw category value decline even though demand and store traffic were stable.The loss came from conversion-fewer potential category buyers

6、 bought the category in-store.Promotions werent the root cause.Leakage concentrated to a small set of competitors,clustered around specific brands and price tiers.3,02,90,30,01,02,03,04,0ValueInflationVolumeDevelopments:Western EuropeFinding the real growth lever:the shopper conversion leakage case4