The Receipt Analysis manual

This analysis is mainly used to evaluate an Xtra campaign. Has my campaign achieved the intended result?

This analysis is primarily aimed at analyzing Xtra promotions and is therefore only available to Xtra customers.

How do I get started?

Before you start your analysis, it’s important to select two things:

  1. Which period do you want to analyze? Up to 5 years of data is available. You can select the period you want to analyze via the reference month. The selected month is always the last period of your analysis. For example, if you select ‘Dec 2023’, you will get data up until the end of December.

  2. What do you want to analyze? Here you choose which banner you want (Colruyt, Okay or Spar) and which category. It is not possible to select multiple banners, but you can choose multiple categories at the same time using the 'ctrl' key.

Finally, you will find a lot of information on specific topics in the reports on the page, such as: Is Collect&Go included in the figures? What does ‘a unit’ mean?

How do I customize the report?

You can adjust the report in several ways:

  • Filters above the report:
    • Reference Month: This is the same as on the first page. It allows you to easily adjust the last period of your analysis, for example, to look at a year earlier.
    • Length of the Period: You can choose from the last X months, the performance since the beginning of the year (YTD), the performance over the last 12 months (MAT), or choose a period yourself (VARIABLE). In the latter case, you set the period yourself, at the top right of the report.
  • Selection of Products: Click on ‘Select Products’ in the upper left corner. There are 3 levels in the product selection: product group, brand, and product. When you click on a product group or brand, all products that fall under it are included. You can also make multiple selections at the same time by holding down the CTRL or Shift key and then clicking on the product. Once you have made your selection, you can close the product selection screen again by clicking on ‘Select Products’ again. The selection made appears in the left column.

What data is in the report?

Chart 1: Sales by Quantity

This chart shows the number of items a customer has purchased per promotional period. Has the customer bought one item or several at once? This chart gives you more insight into the purchase quantity per shopping trip, both during a promotional period and in a non-promotional period. This allows you to:

  • Determine from which quantity you can best set your Xtra discount, without subsidizing too much existing volumes.
  • Evaluate whether Xtra discounts achieve their goals.
  • Investigate whether there are opportunities to adjust packaging or provide shrinks. For example, when we see that products are often bought per 2 or more.
  • For categories with different volumes (e.g. cans or bottles, which are sometimes bought in larger quantities), it is also possible to adjust the scale of the quantity bought in "change scale" to get a different scale on the graph.

Chart 2: Sales by Quantity versus Number of Different SKUs

When you have selected different items, you can check in the next chart to what extent families combine different products during a purchase:

  • In the rows, we see the same distribution as in the first chart.
  • In the columns, we can see how many different SKUs someone has bought. This way we can analyze whether someone who, for example, bought 2 items, whether they were 2 of the same items, or whether he bought 2 different items.

In this and the following charts, we always compare 2 periods with each other. We call one the test period and here you choose, for example, a period in which there was a promotion that you want to analyze, the other we call benchmark, and there we choose a period in which there was no promotion. This way you can see whether customers not only buy more during a promotion, but also whether they mix more items.

Chart 3: Sales by Quantity versus Customer Profile

The next chart shows whether there are differences between the profiles of customers, on the one hand based on the purchased quantity, but also between the promotion and the non-promotion period. The available profiles are the region where the family lives, the age or the household profile.

Chart 4: The Number of New Customers

Finally, you can also see per brand how many new customers you have attracted during the chosen periods. If the purpose of your promotion was to attract new customers, then you can check whether you have attracted more new customers than during a normal period. A new customer is someone who has not bought the product in the past 12 months. 

Using the filters, you can:

  • adjust the KPIs:
    • Number of households: How many new households have purchased the selected products, per brand.
    • Out-of-Pocket: How much have the new customers spent.
    • Volume: What volume have the new customers purchased.
    • Volume per household: How much have the new households purchased per household.
    • New households for brand vs total new for all selected products: Calculates the market share of new customers for each brand within your selection.
    • New households for the brand vs all buyers of the brand: Indicates what percentage of buyers for the selections are new. This compared to the total number of buyers (new + existing). 
  • view the results by customer segment.

Do you want some tips & tricks?

Export your insights

All data used in the report can also be downloaded, via pdf, photo, PowerPoint, and Excel (crosstab). You do this via the button at the top right. The Excel option only allows you to export only one chart per download. You have to select from a list of tables which graph you want to download. If you don't know which one to select, you can first click on the chart and then go to download. The correct table is then selected for you, you just have to click on the download button.

Save your filters

Do you have filters that you often use or would you prefer a different selection as a start screen, then you can go to the bottom of the report and click on ‘view original’. There you can give your selection a name and save it. If you want to consult them next time, you can find them just below where you enter the name.

Need extra information

You have doubts about the definition of a KPI or a term used? By clicking on the question mark at the top right of the report, you conjure up a handy overview with information about the methodology, the KPIs, and the terms used in the report.

Optimize your packaging size

Sure, here is the translation in English: You can also use these graphs to adjust the quantity of your packaging. If almost all customers buy two or more items, a larger package might be interesting.