By Brian Ross, President, Precima A bigger basket. All retailers want it, and almost all of them have become adept at persuading shoppers to buy a particular item — whether it’s a new brand of pet food or a line-extension in cereal. But, turning those one-off item purchases into long-term incremental behavior is an all-together different challenge. It takes a deft understanding of shopper needs, brand loyalty and price and promotional responsiveness to win the bigger basket again and again. Most retailers now know that this insight is attainable through analysis of shopper purchasing data, but putting it into practice is quite another matter. Retailers that analyze consumer shopping behavior can identify their most profitable shoppers, learn what motivates them and then get them to buy products they had not even considered. The key to long-term profitable behavior is to complement the understanding of what is most important to shoppers with relevant marketing and merchandising tactics that resonate and increase sales and profits.