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Shopper Marketing |
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What Is Actionable
Shopper Segmentation?
Actionable shopper segmentation aims to identify groups of shoppers with similar needs and behaviors, so that each group's distinct needs can be met. The most effective shopper segmentation strikes the right balance between two competing objectives: on the one hand, to recognize that not all shoppers are alike, and retailers will require differentiated strategies to meet the spectrum of shopper needs; and on the other hand, to
recognize that many of these differentiated strategies will be implemented in an environment in which key variables, such as price, assortment and merchandising, cannot be tailored to the individual household.
Simply put, actionable segmentation balances the need for complex approaches with the need for a simple framework for execution.
Why does shopper segmentation matter? ...
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