The First Purchase Approach to
gaining new buyers
The First Purchase Approach involves a subtle shift of focus, where brands target winning First Purchases, rather than new buyers.
“First Purchases” are the purchase occasions when a brand gains a new buyer. Brands need to win a number of First Purchases each year to replace the buyers that they lose,and even more First Purchases to grow. Critically, First Purchases of a brand are seen to be very different to other purchases, especially in terms of channel, pack size, price and promotion. We help brands understand these differences and develop the strategies to win First Purchases.
The First Purchase Approach was developed by Barry Lemmon to provide brands and retailers with a more effective way of gaining new buyers. Barry has more than 30 years experience of analysing purchasing data and observing shopper behaviour. He was previously Global Head of Retail & Shopper for TNS, and Managing Director of Kantar Worldpanel in the UK prior to that.