The Venn Diagram manual

The Venn Diagram checks to what extent products are purchased by the same customers. You can select up to 3 products (or groups of products) and see to what extent they only buy that product, or if they buy multiple products.

We look at all purchases of a family in the selected period. This analysis is only possible on 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.
    • KPI: Number of household, Volume/Units and Volume/Units per trip
  • Selection of Products: Each set (circle) corresponds to a dimension.

The green circle represents dimension A.
The red circle represents dimension B.
The orange circle represents dimension C.

To add products to a dimension, first click on “Select products” and start by choosing what you want to select in dimension A (the general category, the sub-segments, the brands, the products. You can select multiple items together by holding down the CTRL key on your keyboard).

Once the selection is made, click on “Apply” in dimension A. The selected items are now in the green circle. Finally, give a name to your set, next to the “Apply” button.

Choose other products to analyze in dimension B in the same way: first, choose the products by clicking on them, then click on “Apply” and name your dimension.

When you have made your selections, click on “Hide products” at the top left. You will find the selected products in the legend column (left).

What data is in the report?

For each group, you can see in the circles (or in the table next to it) how many customers are in this group, how much they buy in total, and how much that is per family.

Thanks to this graph, you can analyze a number of things:

  • Potential for cross-selling: If there are few customers who buy both products, you can try to stimulate this through actions. 
  • Uniqueness of a product: Some products appeal to a specific segment and have little overlap with other products. When delisting, it is therefore important not only to take into account the sales, but also to look at the uniqueness of a product. 
  • Combination of products: You can see between the product groups whether there are products that are often bought together. If you see that certain products are often bought together in your segment, but you do not offer one of those products, then that could be potential. For example, if you see that chips are often bought with a dip sauce, but you do not sell dip sauces, then you could consider offering that. 
  • Customer Loyalty: You can select your own products in one circle and the products of the competitors in the other circle. This way you can see if there is overlap between the customers and how loyal they are. 
  • Purchasing behavior: Via the filters at the top, you can see in addition to the number of families also how much the families buy. This way you can see if customers who buy multiple items also buy higher quantities. Be careful when comparing volumes, when there are items in your selection with different volume units (e.g. kg, liter, pieces,…). 

At the bottom right, you can see the household type and region for each group. This makes it possible to determine whether the different groups also have a different profile and possibly require different communication.

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.

Select different product groups

You can select products at different levels, you can select the entire category, but also brands or certain products. 

Make use of the different periods available

Also play with the period length, to detect if there are big differences between summer and winter.

Customer loyalty

When you assign your product to 1 circle and your competitors’ products to the orther one, you can see how loyal your customers are.