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The Basket Overlaps tool is a report that highlights the products, categories, promotions, and other items most likely to be purchased together in a customer's basket. This tool is commonly used to drive improvements across metrics such as Average Order Value (AOV) and Units Per Transaction (UPT). The Basket Overlaps Tool consists of the following;
- Category Overlap: which categories are most frequently bought together, e.g., Women’s Dresses & Women’s Accessories.
- Product Overlap: which products are most frequently bought together, e.g., a bikini bottom with a top.
- Promo-Category Overlap: which categories are most frequently purchased within certain promotions. For example, 20% off is most often used for Outerwear.
- Brand Overlap: which brands are most frequently purchased together (if a multi-brand retailer), e.g., own brand with Nike.
How to Navigate to Basket Overlaps
- Select Basket Analysis from the left-hand navigation panel.
- Click Basket Overlaps.
- Select the Basket Overlaps of choice, e.g., Category Overlap.
How to Use the Basket Overlaps Report
For this example, we will select Category Overlap; all other Overlap reports will function similarly. Selecting this tool will take you to a grid format. The first column on the left-hand side will default to Product Category 1 >2 and will be sorted descending by categories with the highest orders first.
This example is demo data. When you use this tool, it will represent your business's category hierarchy.
To analyze what categories are bought with each other:
- Click the down arrow in any category row, e.g., Men's Accessories.
A secondary grid detailing the relationship between categories purchased most frequently with Mens Accessories will appear.
This grid includes three key metrics:
- Overlapping Orders (Support): The number of orders that include Men's Accessories and the secondary category, e.g., Men's Shirts.
- Overlapping Orders % (Confidence): The percentage of orders for Men's Accessories and the secondary category, e.g., Men's Shirts.
- Likelihood to Purchase (Lift): The likelihood of the secondary category being purchased with Men’s Accessories compared to any other category. A score of 1 or above indicates a positive likelihood to purchase, and below 1 indicates a negative likelihood.
- Example: Men's Shirts are 1.07x more likely to be purchased with Men's Accessories than any other category.
- Click any secondary category row to see these three metrics in a visual like the image below.
How to Add/Amend Fields to the Basket Overlaps Report
- Click the blue Configure button on the right-hand side of your Basket Overlaps report.
You can opt to add or amend a field to either or both the primary and secondary grids.
- Amend existing fields by selecting the existing dropdown.
- To add additional fields, click Add Field.
- Another field dropdown will appear; select your field from this list, e.g., Customer Frequency.
- You can use the search bar functionality at the top of the dropdown to look for a specific field.
The choices you have to select from the field list will depend on the data your business provided to EDITED. These will also match your business naming conventions.
- To delete a field, click the X on the dropdown.
Add the same field into the secondary and primary field sections to ensure it is represented in both grids.
How to Add Filters to the Basket Overlaps Report
You can apply filters to the primary and secondary field sections. For example, you may want to apply a filter only to see what Men’s categories are bought alongside each other.
- Click the blue Configure button on the right-hand side of your Basket Overlaps report.
- Click Add Filter to add a filter.
- Click the first dropdown to select a filter field or metric, e.g., Gender.
- Click the second dropdown to select a rule, e.g., Is
- Click the third text box to add the specific filter criteria you want to apply, e.g., Men.
You can click the search button under the text box to get a predefined list of all the possible filter criteria you could apply. Once you have selected your criteria, ensure you click Add Selected.
- Click Add Filter to save.
To ensure that you analyze what Men’s Categories are bought with secondary Men’s Categories, you must apply the same filter to both the Primary and Secondary Fields sections.
You can add filters on specific columns.
- Click the down arrow on the title of the column itself.
Use the filter function.
- Select the rule, e.g., <, >, =, in the first dropdown.
- Type the value into the second textbox, e.g., 10.
How to Add Additional Metrics to the Basket Overlaps Report
Adding additional metrics to the primary grid will allow you to gain further insights and data.
- Click the blue Configure button on the right-hand side of your Basket Overlaps report.
- Click Add Metric.
- Another field dropdown will appear; select your metric from this list, e.g., Single Item Order.
- To delete a field, click the X on the dropdown.
The names of some of your metrics may differ from the demo data you see in this Help Center article and will have been aliased by EDITED to match your internal business naming conventions.
Additional Metrics EDITED Recommends To Add Into Basket Analysis Reports:
Single Item Order / (%): The count or % of orders for the analysis row item that contained only that item/item type irrespective of the order quantity of that item/item type.
Single Affinity Order / (%): The count or % of orders for the analysis row item that contained only that item/item type.
Single Unit Order / (%): The count or % of orders for the analysis row item/item type that contained only that item/item type and only one unit of that item/item type.
How to Sort Columns in Basket Overlaps
Sort the columns by ascending or descending.
- Click the down arrow on the title of the column itself.
- Click Sort Ascending or Sort Descending.
- Click Remove Sort to undo the sort on that column.
- Click Reset Sort to reset it to the default.