🧢 Coach T’s Recap
'Place of purchase' helps you compare brand health by where people shop.
It shows whether your brand strength aligns with real buying behavior, or whether distribution gaps are holding you back.
Awareness, consideration, and preference are powerful metrics. But they only translate into revenue if people can actually find your brand when they are ready to buy.
Some categories skew predominantly online. Others still skew heavily in-store. Many involve both. If your distribution does not align with real shopping behavior, you risk losing sales even when brand health looks strong. That is where 'place of purchase' filtering comes in.
What is the 'place of purchase' filter?
The 'place of purchase' filter shows where consumers typically buy products in your category.
This can focus on:
Online vs in-store behavior
Specific channels (e.g., supermarkets, pharmacies, DTC)
Individual retailers (e.g., Amazon, Walmart, Sephora)
It allows you to view brand health through the lens of where people actually shop.
What does this look like in practice?
Let’s say you are measuring brand health in the skincare category.
Some people buy skincare online. Others prefer shopping in-store at pharmacies or specialty beauty retailers. Many switch between both depending on the product.
For online vs in-store behavior, the question might be:
Where do you typically purchase skincare products?
Online
In-store
Both
For specific channels or retailers, the question becomes more detailed:
Channel
Where do you typically purchase skincare products?
Pharmacy
Department store
Specialty beauty retailer
Supermarket
Other
Retailer
Where do you typically purchase skincare products?
CVS
Walgreens
Sephora
Ulta
Target
Amazon
Other
This helps you see whether your brand strength and distribution strategy are aligned, or whether there are gaps between where demand exists and where you are available.
Where to find this in Tracksuit
'Place of purchase' data appears as a filter in the Demographics dropdown across the platform.
When is this useful?
'Place of purchase' filtering is especially valuable when distribution strategy and brand performance need to work together.
What you can do | What this unlocks for you |
Align distribution with shopper behavior | Ensure your brand is available where category buyers actually shop |
Identify channel gaps and growth opportunities | Expand into high-demand channels and avoid over-reliance on a single retailer or route to market |
Prioritize high-impact channels | Focus investment, activations, and visibility in the places that drive the strongest brand health |
Strengthen retail and partner negotiations | Use brand data to justify expansion, shelf space, or deeper collaboration in key outlets |
Want to add a place of purchase filter to your dashboard?
This is a paid add-on. Reach out to your Brand Champ to chat through whether online/offline tracking or specific channel and retailer data makes more sense for your category and business goals.