TransactionPath Shopper Suite, which is available globally, aims to help users understand how and why shoppers make decisions, and has added or redeveloped four tools to help users analyse consumer behaviour.

The new tools include DecisionTree, which allows users to map and quantify decision pathways and identify drivers that shape purchase behaviour.

Other tools that have been augmented in the relaunch include GoShopp, which focuses on in-context shopper exploration and the motivations that drive choice, and RetailSim, which simulates future retail environments.

ShopperFlash is the fourth tool, and uses eye tracking and AI-led qualitative feedback to capture what shoppers see and buy in-store.

Nisha Yadav, senior vice-president, customer success at Behaviorally, said: “Shopper decision-making has fundamentally changed. The retail landscape is more fragmented, more dynamic, and more influenced by context than ever before.

“This relaunch reflects the work we have done alongside our clients to evolve our solutions in line with that reality. TransactionPath Shopper Suite is designed to give brands a clearer, more predictive understanding of how shoppers decide to buy, and how to win in that moment of purchase transaction.”