Borentis term

What is ShopperDNA?

ShopperDNA is Borentis's term for the composite picture of who visits a store and why, built from consented conversations and, as the platform extends to vision, from anonymous footfall and engagement signals: what customers came for, what they asked, what they objected to, and what made them buy or leave.

It is a store-level and network-level picture, not an individual profile. Customers stay anonymous in every aggregate; the unit of analysis is the store, the model and the week.

Voice alone answers why. Vision alone answers how many. ShopperDNA is the ambition to answer both from the same floor.

Related terms

• Brand voice-of-customer: Brand voice-of-customer is what shoppers say about a brand at the shelf of a store the brand does not own: how promoters pitch it, what shoppers ask and object to, and which rival is named against it, captured from consented conversations by the brand's own promoters.
• Buying intent score: A buying intent score is a per-customer estimate of how close a walk-in was to purchasing, derived from what they said in the conversation: the model discussed, budget stated, timeline, objections raised and whether a number was shared.
• Objection intelligence: Objection intelligence is the aggregation of the reasons customers give for not buying, in their own words, across every conversation, ranked by frequency and by how often each reason ends the conversation.

Where Borentis applies this

• Brand Voice-of-Customer: The focus group hiding in plain sight.
• Unmet Demand Signals: Demand for what you did not have.