The First Purchase Approach to
gaining 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.

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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.

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Working alongside Barry is Keith Sleight who is renowned as an expert both in understanding shopper behaviour and translating that understanding into practical solutions that drive growth.  Keith spent 9 years at Unilever where he was the Global Director for Shopper Insights,  and prior to that 16 years at Mondelez.  When at Unilever he became one of the early adopters of the First Purchase approach, commissioning studies in 25 categories across a dozen different countries, so in addition to his considerable shopping expertise Keith has a deep understanding of how companies use the

First Purchase approach to gain new buyers.​​