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Continuous Panels
Same Store Panels
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Continuous panels: Reminder & Use Case
Reminder: New banner-level continuous panels are now available in Shop!
As consumer spending has changed considerably over the last few years, we decided to revamp continuous panels in Shop. We took advantage of the ramp-up of the MOI program to (re)evaluate the criteria for a continuous panel at banner level (starting with Quebec).
Use Case: Use continuous panels to understand Behavioural Trends
Business Context
In‑Wash Freshness Boosters are a newer, fast‑growing segment within Fabric Care. To understand how consumers in conventional banners behave toward this segment, it’s essential to isolate consistently active shoppers—not new or occasional banner visitors.
Using a Continuous Panel allows us to see true behaviour change and segment dynamics without banner traffic distortion.
Switching Report → Segment Interaction with Fabric Softeners
Goal: Understand whether shoppers of In‑Wash Freshness Boosters are incremental or substituting spend from Fabric Softeners.
Why Continuous Panel Matters:
With consistent shoppers only, we see real switching patterns, not noise caused by new or inactive banner visitors.
What We Look For:
- % of Booster spend coming from new incremental category trips
- % of Booster shoppers who also purchase Liquid or Dryer Sheet Softeners
- Movement of spend between segments within the same loyal shopper set
- Whether Boosters cannibalize or strengthen total Fabric Care trips
Typical Insights Unlocked with Continuous Panel:
- Boosters often behave as an add-on, increasing total basket value for loyal Fabric Care buyers
- Switching from softeners is clearer and less volatile when shopper churn is removed
Trial & Repeat Report → Understanding Adoption of the Segment
Goal: Measure how many shoppers try In‑Wash Freshness Boosters and how many come back.
Why Continuous Panel Matters:
If you don’t control for consistent shoppers, “repeat” can appear artificially low because:
- Many trialists never returned to the banner, not the segment
- Occasional shoppers distort trial base size
What We Look For:
- True trial rate among active detergent/softener buyers
- Conversion from trial → repeat
- Number of weeks until repeat is triggered
Typical Insights Unlocked with Continuous Panel:
- Repeat is more stable and meaningful
- You can clearly identify whether Boosters are becoming a habit, not just a one‑time experiment
- Helps quantify whether the segment has long-term potential within conventional banners
Performance in Detail → Deep Dive into Buyer Behaviour
Goal: Understand how Booster shoppers behave compared to the banner average and category norms.
Why Continuous Panel Matters:
This report becomes far more accurate when the universe includes only engaged, consistent shoppers
Metrics to Review (per customer):
- Spend per customer
- Visits per customer
- Spend per visit
- Items per visit / units per buyer
What You Can Learn:
- Whether Booster shoppers are high-value Fabric Care customers
- How Boosters change the overall trip composition
- Whether the segment drives incremental spend or just shifts assortment within laundry
Typical Insights Unlocked:
- Booster buyers often have higher spend per buyer than traditional softener shoppers
- Conventional-banner Booster shoppers tend to be more engaged laundry buyers overall
- The segment contributes disproportionately to trip value uplift
Why use the Same Store Panel?
Definition:
The same store panel excludes stores that had no sales during the period in question, in order to focus the analysis on stores where transactions occurred during every week of the observed period. Consequently, the same-store panel excludes stores that opened or closed during the period in question. This allows for the removal of noise related to the “store network effect” (i.e., the direct impact of changes in the number of retail locations—such as openings, closures, or acquisitions—on a retailer’s sales and market share) in any analysis.
Goal: The main goal is to enable like‑for‑like analysis by neutralizing the impact of store openings and closures. This allows teams to focus on how a product group is genuinely performing over time, without results being distorted by changes in the banner footprint.
Criteria: The Same Store Panel in Shop is continuity‑based, not calendar‑based. The continuity window is 56 or 108 weeks, depending on the length of the periods compared.
Mental shortcut: 👉 In most cases, Same Store Panel ≈ two full years of transactions.
Example: Referring to the example above, you can perform a more detailed analysis by adding the “same-store panel” option.
Contact shopcanada@dunnhumby.com for any questions