Retail Strategy Development

• Attitude and Benefit Segmentation

As consumers use a repertoire of stores, it means that they can be segmented into more/ less loyal groups as the basis of targeted marketing actions. Typical analysis techniques include modelling attitudes or the "utilities" from trade off studies.

Priority actions can be established, with some groups the objective will long term retention; however other groups need to be targeted by communications and incentives that would broaden the user base.

See also Market structure and segmentation above for further thoughts.

{Close This Window}