Unlocking Bigger Baskets: The Route to Shopper® Approach to Increasing Transaction Value

In the quest for growth, consumer goods organisations often focus primarily on expanding their shopper base. While penetration remains crucial, substantial opportunity lies in increasing the value of each transaction through bigger baskets. The Route to Shopper® Framework provides a systematic approach to this critical growth driver through its “U: Unlock Bigger Baskets” pillar for brands and corresponding capabilities for retailers.

The Basket Opportunity

Transaction value growth offers several strategic advantages:

• Leverages existing shopper relationships rather than requiring new acquisition
• Often faces less competitive resistance than penetration growth
• Creates operational efficiencies through higher value per transaction
• Builds stronger shopper relationships through expanded engagement
• Frequently delivers higher margin through premium product inclusion

Despite these advantages, many organizations lack systematic approaches to basket building, relying instead on tactical promotions or intuitive merchandising.

The Route to Shopper® Framework Solution

The Route to Shopper® Framework addresses this opportunity through a comprehensive capability system:

For Brand Owners (U Pillar: Unlock Bigger Baskets):

• U1: Category Management creates a systematic process for developing product categories
• U2: Understanding the Role of Point of Purchase (PoP) Drivers focuses on influencing decision moments
• U3: Shopper Marketing including Retail Media targets consumers in “shopping mode”
• U4: Perfect Store Principles establishes standards for optimal product presentation
• U5: Key Account Management including Joint Business Planning aligns strategies with retail partners

For Retailers:

• A-HO2: Range Architecture & Planning develops systematic approaches to assortment planning
• P-HO2: Planogram Development & Standards engineers optimal product presentation
• P-HO3: Visual Merchandising Strategy crafts the aesthetic language that creates emotional connection
• S-HO2: Decision Journey Mapping Methodology documents shopper decision processes
• S-HO4: Personalization Strategy Development creates systems for individualized relevance

These interconnected capabilities transform basket building from art to science.

The Basket Building Framework

The Route to Shopper® methodology establishes a structured approach to increasing transaction value through five key dimensions:

1. Solution Completion Developing strategies that encourage comprehensive solutions rather than individual products through systematic approaches to need state mapping, solution-based merchandising, complementary product placement, bundle creation, and total solution communication.
2. Trading Up Creating pathways to premium options through structured approaches to good-better-best architecture, benefit articulation, aspirational merchandising, value communication, and premium discovery.
3. Cross-category Connection Establishing links between naturally related categories through systematic approaches to adjacent placement, cross-category communication, shopper journey mapping, complementary promotions, and solution-based activation.
4. Occasion Expansion Encouraging purchases for additional usage occasions through structured approaches to occasion-based merchandising, expandable consumption communication, inspiration provision, new usage education, and occasion-based promotions.
5. Discovery Enablement Facilitating unplanned discovery that expands baskets through systematic approaches to exploration pathways, product storytelling, unexpected placement, complementary recommendations, and trial facilitation.

The Implementation System

Beyond conceptual frameworks, the Route to Shopper® approach establishes systematic implementation methodologies:

• Basket Analysis – Understanding current purchase patterns and opportunities
• Strategy Development – Creating clear principles for basket expansion
• Experience Design – Establishing shopper experiences that encourage exploration
• Execution Planning – Developing systems for consistent implementation
• Performance Measurement – Building metrics that track basket development

This disciplined approach transforms basket building from isolated tactics to strategic system.

The Commercial Impact

Organizations that effectively implement the Route to Shopper® approach to basket building achieve significant commercial outcomes:

• Increased average transaction value
• Enhanced profitability through favorable mix
• Strengthened category authority through broader engagement
• Improved shopper satisfaction through more complete solutions
• More valuable shopper relationships through expanded connections

These outcomes directly impact both growth and profitability in ways that create sustainable advantage.

Expanding Your Basket Opportunity

For commercial leaders seeking to unlock bigger baskets, the Route to Shopper® Framework provides a structured approach:

• Assess your current basket-building capabilities
• Analyze current purchase patterns to identify specific expansion opportunities
• Prioritize capability development in areas with greatest transaction value potential
• Implement enhanced merchandising and communication strategies
• Build measurement systems that track basket development metrics

By systematically developing these capabilities, organizations can transform transaction value from a secondary consideration to a primary growth driver.

🚀 Ready to Elevate Your Shopper Strategy?

🔍 Discover the Route to Shopper® Framework

Explore how the GUIDE and PATHS pillars of Route to Shopper® empower organizations to drive Integrated Shopper-Based Value Creation.

👉 Learn more here

📊 Assess Your Capabilities

Curious about how ready your organization is to activate Integrated Shopper strategies?

🧭 Request a Route to Shopper® Capability Diagnostic from the Commercial Excellence Academy.

📩 Contact: info@commercialexcellence.academy

📬 Stay Ahead with Exclusive Insights

Be the first to access expert strategies, case studies, and tools that bring shopper-based value creation to life.

👉 Subscribe to the Route to Shopper® Newsletter

💼 Follow Us on LinkedIn

Join our growing community of commercial leaders and stay updated with the latest in shopper-centric strategies.

👉 Follow the Commercial Excellence Academy on LinkedIn