A Basket-mix Model to Identify Cherry-picked Brands

Extreme cherry pickers, those shoppers who visit a target retailer infrequently and buy only a few promoted items when they do visit, reduce that retailer's profitability. If the retailer could identify a particular brand that draws extreme cherry pickers, the retailer could use that information when negotiating with the brand's manufacturer to obtain wholesale promotional support that compensates the retailer for extreme-cherry-picker-related losses. Researchers have been successful in developing methods to identify those shoppers who are extreme cherry pickers, but they have been less successful in developing methods that identify the brands’ that draw extreme cherry pickers. In this paper, we present a method that can determine whether a brand, when promoted, draws extreme cherry pickers.