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Retailer Loyals
Definition
Consumers who shop a given category multiple times and allocate the majority of their category spend to a single retailer, indicating strong retailer preference within that category.
How It's Calculated
Varies by methodology; commonly defined as:
At least two purchase occasions in the category, and
≥65% of category spend at a single retailer
Example
A shopper who buys snacks multiple times and spends 70% of their snack dollars at one grocery chain is classified as a retailer loyal for that retailer.
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