Here's our table from yesterday.
Let's look at the "Spent on Category" column. This metric represents the share of total spend last year spent within the category. If you look at Category 1, customers who bought from Category 1 spent just 4.5% of their total dollars in Category 1 ... meaning those customers spent 95.5% of their dollars on other categories. This Category is a "try and buy" category ... it does not own the customers it possesses.
Remember Categories 6/7/11? Those categories dominate this brand.
- Category 6 = 34.2% of dollars spent by Category 6 customers are within Category 6.
- Category 7 = 36.3% of dollars spent by Category 7 customers are within Category 7.
- Category 11 = 61.4% of dollars spent by Category 11 customers are within Category 11.