Shopping Mission


A shopping mission is a goal for a particular shopping occasion.

Shopping missions are the combination of needs and reasons to visit one or more stores. They are based on both the emotional needs (“I feel better when the children eat healthy”) and the often more practical and concrete needs (“I have 15 minutes to prepare food for the kids” or “This should not cost me more than 10 euros”).

When shopping missions are defined in a broad sense, non-product-related objectives are included as well. A shopping mission could be spread over time, for example, including when the shopper first takes the time to read product reviews, visits a price comparison website, and finally visits a store.


  1. Berkhout, C. (2019). Assortment and Merchandising Strategy. Building a Retail Plan to Improve Shopper Experience. Palgrave Macmillan Cham.

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