Our client, a global toy retailer, wanted to develop a shopper segmentation study to identify growth opportunities across key markets.
By acknowledging that different shoppers have different needs and priorities, our client wanted to develop an attitudinal shopper segmentation to complement existing ways to look at toy shoppers within the business, and inform their proposition and marketing strategy to drive both acquisition and retention globally.
We started with an immersion stage to gain an understanding of the needs and challenges from all stakeholders.
We started with a large-scale U&A survey with a nationally representative sample of toy buyers complemented with a sample of our client’s customers (from their CRM database) across six markets. This data was used to create distinct and actionable segments based on discriminating attitudinal and behavioural factors.
We then worked with our client and our advanced analytics team and design team to create segments that resonated with internal teams, creating engaging pen portraits including easily identifiable and memorable names and icons.
Our research identified six segments with different needs, priorities and levels of engagement with our client’s brand.
Pen portraits were designed to highlight key distinctives traits of each segment, and importantly, key opportunities to engage with them.
Segments were then introduced to core teams within the business, focusing on relevant insights and actions for each team. A set of golden questions was identified, which – with a bespoke allocation tool – will allow our client to allocate all existing contacts to a segment going forward.