Quick tips for you
Source of Value vs. Switching
For Full Shop Users
Source of Value (Go To), Source of Value (Come From), and Switching: how they differ in purpose, time periods, and analytical approach.
Source of Value (Go To)
Use this report when your focus product group loses sales due to:
- A delist
- A major drop in distribution
- A significant stock‑out
- Any other negative supply-driven event
This report helps identify where the lost sales went (to which brands, segments, or categories), during short time periods (1-13 weeks).
Source of Value (Come From)
Use this report when your focus product group gains sales due to:
- A promotion that generated a major uplift
- A major price drop boosting sales
- A strong media/activation event
This report helps identify where the additional sales came from, during short time periods (1-13 weeks).
Switching
Use this report when you want to understand trends in customer behaviour over longer time periods, such as:
- Switching between brands or product groups
- Expansion or contraction among continuous shoppers
- New or lapsed shoppers entering or exiting the category
- Reactions to price increases, inflation, pack size changes, etc.
Contact shopcanada@dunnhumby.com for any questions