Market segmentation in grocery retail.

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.

"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"Consumer Insight Director

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.

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.

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