Customer Segmentation

Find Your Customer Segments

The best place to begin customer segmentation is by looking at your own customer data. Because any segmentation is only as good as the data that goes into it, the more customers and the more information you have about each of them, the better.

SPA can supplement your customer database by adding geodemographic data, such as a MOSAIC code. Cluster Analysis is then used to build customer segments where customers within the segment are as similar as possible yet as different as possible to those outside the segment.

click on image to enlarge

note: SPA does have new MOSAIC the charts here will be updated soon please email us for more information

Finding New Customers
Understand your business in quantitative terms e.g. 30% of our customers are Affluent Families Which types are best? You can then find more of the same Buy in good quality new names - specifying subsets of rental lists by segment or geodemographic type.

Target the Right Areas
SPA can use the profiles of your customer segments to build estimates of your customer potential for small areas. These can be used to target leaflet drops or local advertising and to make sure that the right outlets are stocking the right products.

	Target different messages to different sub groups of your database. Not all consumers will perform equally.
	Which media most closely match my customer profile?
	Which of my branches should do best for a given product?
	Where should I look for new branches?

Classify New Customers
Any new customer can then be classified into the most relevant market segment. You can then tailor your response, promotion and marketing message to this individual customer.

Contact us today
If you are thinking of segmenting your customers or would like to know more, email or call on 01926 334978.

Click here for more information on Retail Segmentation.

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SPA Marketing Systems Ltd
Leamington Spa, Warks, CV32 6PT
Tel 01926 334978
Email:info@spamarketing.co.uk or Contact us

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