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1. 1
‒ Uncovers foundational motivations that drive shopping
and consumption behavior
Source: Kantar Retail analysis
Next Growth Phase Requires Deeper Shopper
Understanding
The Value of Segmentation
‒ Creates common language across the organization
‒ Sizes the prize:
 Focus on the largest opportunities
 Gives permission to not try to be all things to all shoppers
‒ Helps focus decision-making when organization is at an
inflection point

2. 2
Components of Digital Personality
Source: Kantar Retail ShopperScape®
DigitalDigital FirstFirst
MindsetMindset
+ +
OnlineOnline
MotivationMotivation
Tools andTools and
ConnectionsConnections