See where your customers go: brand loyalty data is now in Ask Headset

Every brand can see its own sales. Far fewer can see what happens around them: which other brands their customers buy, where those customers go when they stop buying, and who those customers actually are. Those answers decide whether a brand grows or quietly loses ground, and for most of the industry they have been out of reach.

Today that changes. We are opening brand loyalty data inside Ask Headset. It is the first time this dataset has been available outside our own team, and it is live now.

What you can pull

Point Ask Headset at any brand, in any market we cover, and you can see:

• The brands its customers also buy, and how often (cross-shopping)
• Where its customers go when they leave (churn destinations)
• How much of its base buys it exclusively versus alongside other brands (loyalty)
• The age and gender mix behind its sales (demographics)

It is the difference between knowing what a brand sold and understanding how it actually competes.

Why this takes Headset

Following a single shopper from one brand to the next is hard. It takes real, store-level transaction data at scale, not menu scraping, survey panels, or modeled estimates. Those methods can tell you what moved on a shelf. They cannot connect the same basket across brands over time.

Headset is built on actual retail transactions from thousands of stores across the US and Canada. That foundation is what makes brand loyalty data possible, and it is why you have not seen this view anywhere else.

A first look: California pre-roll

To show what the data does, we ran four of California's largest pre-roll brands through it: Claybourne, Jeeter, STIIIZY, and Sluggers Hit. A few things stood out.

Cross-shopping runs mostly one direction. 21.8% of Claybourne's buyers also buy Jeeter, but only 8.5% of Jeeter's buyers buy Claybourne. Smaller brands lean on the leaders far more than the leaders lean back.

The two leaders trade the same shoppers. When a Jeeter customer leaves, their most common next stop is STIIIZY, and the reverse holds just as strongly. The fight at the top is a two brand rivalry.

Loyalty and growth are not the same thing. Sluggers Hit has the least exclusive buyer base of the four, yet it grew about 15% year over year. A loyal core tells you what a brand can defend, not how fast it is moving.

That is three findings from one category in one state. The same questions apply to every brand and market in the platform. The full California pre-roll breakdown, including demographics and pricing, is available as a downloadable report.

Why it is worth watching

Churn shows up in loyalty data before it shows up in revenue. By the time a sales decline is obvious on a P&L, those customers have already chosen their next brand. Watching cross-shopping and churn is how a brand catches a leak while it can still do something about it, and how a retailer builds a shelf around the brands that actually hold their customers.

Get started

Brand loyalty data is live in Ask Headset today. Open Ask Headset and ask about any brand's loyalty, cross-shopping, or churn, or talk to your Headset team to see it on your own brands and markets.