← BEFORE

Customer segmentation offers great insight into who to target, but it does very little to indicate how to establish targeting strategies based on circumstance. For example, who do you target when times are tough? What about when times are more favorable?

Leadership wanted to know who to target based on corporate performance or economic circumstance, but there was no existing answer due to the static nature of customer segmentation.

AFTER →

We started off by collaboratively tracing the path that segmentation insight took in targeting customers, and we observed an absence of mapping segmentation to corporate performance such as sales. Building this link would provide a view into which segments contribute the most during tough times and which segments turn up when conditions are more stable.

We developed a solution that calculated the segment-sales link and provided immediate tap-and-swipe access to identifying which segments to target based on how sales were trending. It mapped customer behaviour over to performance lift – providing a way of determining the customers to target based on performance levels.

The convenient user interface kept the complicated analyses neatly tucked away and facilitated teamwork around decision-making instead of burning through precious time trying to understand spreadsheets and data. The result was superior segmentation capabilities that were much easier to communicate and much faster to apply.

Snippet from performance-based segmentation platform

← BEFORE

In an ideal world, you would have at your fingertips a rich understanding of which products drive both volume and basket profitability by segment. This would reveal highly effective product strategies for targeting segments.

However, the understanding of customer segments, volume, and baskets were too disjoint, so there was no efficient and impactful way of making decisions around leveraging the best products in targeting the top segments.

AFTER →

Sharing insightful anecdotes with senior leaders and product teams revealed that although there was plenty of data and insight, a lack of systemized organization prevented sound decision making around true opportunities.

We collaboratively constructed a visual platform for easily diving into and identifying ideal products and segments. It tied segment basket preferences and profitability together, resulting in the linking of product mix and performance.

This deeper understanding of product adjacency, basket profitability, and segment basket preferences required only pointing and clicking – adding impact and velocity when deciding on planograms, customer targeting, flyer optimization, and discounting.

Furthermore, product strategy decisions were upgraded to have significantly heightened levels of justification and accountability, and opportunistic plans were easily cross-team accessible, leading to more consistency and coordination.

Snippet from visual product strategy platform