| ABC1C2DE |
Socio demographic profile using job type (if applicable). |
| Above the line (ATL) |
Advertising using the main 5 media types of television, press, radio, cinema, and posters to promote brands. |
| Acorn rating |
Socio demographic profiling using postcode information. |
| Barker |
Small POS material found at the fixture |
| Below the line (BTL) |
Advertising using non-media communication. Typically sales promotions as short-term incentives, largely aimed at consumers in-store. |
| Big Four |
The largest four grocer retailers in the UK by market share: Tesco, Asda, Sainsbury’s and Morrisons. |
| BOGOF |
Buy one get one free. |
| Breakfast on-the-go |
Food and/or drink at breakfast time, outside the home. |
| Carriage medium |
The method of transporting groceries around store such as basket or trolley. |
| Category driver |
key influences driving the growth of any given category |
| Category penetration |
The proportion of shoppers within a given segment, who purchase a category within a stated period. |
| Channel |
Retail distribution type for example supermarket, c-store, CTN |
| Circumstances |
The circumstances of the shopper when they undertake their shop |
| Consumption mindset |
The mindset of the shopper relating to the actual consumption of the products they are considering purchasing. |
| Count-lines |
A product sold in singles, displayed in a box containing multiple items. |
| C-store |
A convenience store format, typically less than 3,000 sq ft in size with longer opening hours and more limited range of products. Evolution include multiple c-stores, the Co-Op, symbol groups and independents within c-stores. |
| CTN |
Confectionery, Tobacconist and Newsagent |
| Debit credit |
Shopper mind-set relating to offsetting / justifying indulgence with health |
| Demographic |
Characteristics of the population (including sex, race, age and income). |
| Digital media |
Digital marketing medium for example social media, mobile, digital signage. |
| EDLP |
Everyday low prices. |
| Evening meal on-the-go |
Food and/or drink at dinner time outside the home. |
| FMCG |
Fast moving consumer goods, often used to refer to a manufacturer of these goods. |
| Food, drink and grocery |
Foodstuffs and various household supplies. |
| Food to go |
see on-the-go |
| Forecourt |
Petrol filling station store |
| Fresh food replenishment |
Top-up mission purpose relating to Shopping with the desire to purchase perishable products (Example milk, bread etc) |
| Gondola end |
The promotional position at the end of a main aisle. |
| Impulse |
A sudden wish or urge that prompts an unplanned act or feeling. |
| Indulgence |
Products that the shopper feels are either of greater luxury or calorific content than would normally be purchased. |
| Interim top-up |
A top-up mission with more than one different purpose. |
| Lunchtime on-the-go |
Food and/or drink at lunchtime outside the home. This includes items purchased for immediate consumption back at the workplace |
| Main shop shopper mission |
Main household shops, usually planned covering most categories. Often at weekend. |
| Main trolley |
Main household shops, usually planned covering most categories. Often at weekend. |
| Mental budget |
An often subconscious budget most shoppers possess before and during a shopping trip, which influences overall and individual item spend. |
| Mid cap |
A promotional position in the middle of a main aisle, usually identified by a different use of shelving. |
| Mission context |
Evolution’s model for determining the key drivers behind any shopping mission. |
| Modality |
The way a shopper behaves in-store |
| Multi-buy |
A promotional activity that requires purchasing of more than one product. |
| Multiple c-stores |
A convenience store format of one of the Big Four retailers. |
| NPD |
New product development |
| Off shelf display |
Promotional activity of a product not at the main fixture. |
| On-the-go |
Buying any food and/or drink for immediate consumption, i.e. outside the home |
| PFS |
Petrol filling station |
| POP |
Point of purchase |
| POS Material |
Marketing communications at the point of sale. |
| Purpose |
The reason for the shopping mission. |
| Revenue |
Total reported turnover (excluding VAT). |
| SEL stripping |
shelf edge label |
| Shopper context |
Profile of shopper e.g. modality, situational, traits, demographic. |
| Shopper marketing |
Any marketing activity aimed at the shopper throughout their path to purchase. |
| Shopper mission |
The reason/purpose of the shopping trip from the shopper’s perspective. |
| Snacking on-the-go |
Food and/or drink between meal times outside the home. |
| Socio-demographic |
Characteristics of the population (including sex, race, age and income). |
| Specific items |
Top-up mission purpose relating shopping with the desire to purchase a specific item. |
| Specific meal |
Top-up mission purpose relating purchasing of products with one particular meal in mind. |
| Specific occasion |
Top-up mission purpose relating purchasing of products with one occasion in mind. |
| Stock up mission |
Planned, infrequent and typically high volume. Typically once a month. |
| Store penetration |
The proportion of shoppers within a given segment, visiting a store within a stated period |
| Supermarkets |
A retail store stocking food and grocery. Stores range from small supermarkets (for example Lidl, Iceland), to large supermarkets (also known as superstores for example Tesco, Morrisons). Supermarkets exclude c-stores formats. |
| Superstore |
A very large supermarket that stocks highly diversified merchandise, including groceries and non food items. |
| Symbol group stores |
Independently owned stores under a common branded fascia, as a member of a larger organisation. For example SPAR, Budgens and Londis. |
| Top-up |
A shopping mission to buy food and grocery for the home in between the main household shop. It excludes food and drink on-the-go, newsagent products and takeaways. |
