Online Grocery Retailer Segmentation Presentation Segmentation What Did

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Online Grocery Retailer: Segmentation Presentation

Online Grocery Retailer: Segmentation Presentation

Segmentation: What Did We Do? 1. Determined the most important dimensions to describe your

Segmentation: What Did We Do? 1. Determined the most important dimensions to describe your customers: o Value: Regular, higher spend on fresh goods o Non-perishable: Online, spend on pharmacy, cleaning, general household goods o High Online Activity: Active in purchasing online o Relationship: Long customer relationships and recently active o Kids: Kids in the household, heavily use mobile devices for groceries 2. Grouped your customers into segments based on similarities in dimensions

Overall Segment Picture Frequent Freshers Single Shoppers Package Parents Special Seekers General Joes

Overall Segment Picture Frequent Freshers Single Shoppers Package Parents Special Seekers General Joes

Segment 1: Frequent Freshers Monetary: $6597! VALUE! (Average Monetary: $6597 35 times within 2

Segment 1: Frequent Freshers Monetary: $6597! VALUE! (Average Monetary: $6597 35 times within 2 years Last Purchase: 4 Days) Age: 48 Income: High ($80 -90 K) College/Graduate degree: 66% Fresh, Grocery, Dairy, Frozen SO WHAT? Objective: Retention & Growth Tactics: Loyalty Program; App Optimization Smart. Phone, Tablet

Segment 2: Single Shoppers Monetary: $644 NO KIDS! 149 minutes on PC 53 minutes

Segment 2: Single Shoppers Monetary: $644 NO KIDS! 149 minutes on PC 53 minutes on Tablet 44 minutes on Smartphone SO WHAT? Age: 49 Single: 61% Education: Low Income: Low ($60 -70 K) College/Graduate degree: 58% Objective: Frequency, Monetary Value Tactics: Smaller Package Promotions, Home Cooking Help Fresh, Grocery, Diary

Segment 3: Package Parents Opportunity Segment Monetary: $1095 7 times per year NON-PERISHABLE Packaged

Segment 3: Package Parents Opportunity Segment Monetary: $1095 7 times per year NON-PERISHABLE Packaged Goods Median Age: 44 Kids: 62% Income: High 90 -100 K Online spending: $10005000 SO WHAT? Objective: Frequency Tactics: Bundled Offerings w/Fresh; Value -added service for families Tablet

Segment 4: Special Seekers Monetary: $742 LOW ONLINE ACTIVITY! Income: High ($70 -80 K)

Segment 4: Special Seekers Monetary: $742 LOW ONLINE ACTIVITY! Income: High ($70 -80 K) Children: 52% SO WHAT? Objective: Monetary Value Tactics: Discounted deals for higher margin goods & purchases over certain $ amount Grocery, Dairy Purchase on special: 34%

Segment 5: General Joes Monetary: $902 MEDIUM ONLINE SPEND! SO WHAT? Income: High ($80

Segment 5: General Joes Monetary: $902 MEDIUM ONLINE SPEND! SO WHAT? Income: High ($80 -90 K) College/Graduate degree: 66% Objective: Retention Tactics: Continue general communication, Fresh, Grocery, Dairy

Thank you!

Thank you!