The goal of this experience report is to study and advance our understanding on visit and shopper segmentation in retail. Current segmentation studies mainly use customers as unit of analysis to identify shopper segments and mine patterns in their behaviors. Another stream of studies utilizes shopper baskets or visits to perform basket/visit segmentation and elicit shopping patterns. However, given the fact that we live in the era of personalization focusing solely on visits leads on neglecting the shopper. On the other hand, focusing solely on shoppers and their behavior over time, leads on losing his/her daily purchasing behavior. In this study we combine shopper and visit segmentation and we apply data mining to identify purchase patterns using data from an e-commerce grocery retailer.