Identifying and attracting a high-value segment to drive bottom line success.
Market segmentation in grocery retail.
The challenge
Our client was a high-end grocery retailer within the Benelux region. They were looking to identify high-value consumers outside of their group of existing core customers. The business needed a segmentation programme that was intuitive and executable.
The solution
Bonamy Finch conducted a market segmentation exploring a wide-range of shopping, cooking and health-related motivations. Through workshops with the client and creative agency, we identified a segment solution that detailed a high-value segment that could be drawn towards the client offer with low-intensity marketing initiatives.
The result
The segmentation programme was able to provide focus and direction to many of our client’s marketing activities and provided certainty around a new target group, lowering the risk from a big marketing/promotional push. The customer analytics team were able to attribute the new segments onto their eCRM so that it could be utilised for promotions, offers and future tracking.
Please pass on my thanks to the whole team – is was a great piece of work…..we have started to use it already in our range and experience workstreams with lots of positive feedback
Jo Hyder
Consumer Insight Director
