Ways of Shopper segmentation

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Ways of Shopper segmentation

• Elena Popova, Category manager
• Beiersdorf Russia

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Shopper segmentation is one of the key steps to
better organization of study

• The segmentation may depend on
• 1. Objective of the study
• 2. Approach (in-depth
• Interviews Observation, etc)
• 3. Context
• Shopping mission
• (incl. Trade channel choice)
• Categories involved
• . (more ideas?)

3
Shopper segmentationSocial-Demographic aspect as
Objective factor

• Sex
• Age
• Income
• Marital/Family status
• Education
• etc.

4
Psychological segmentation

• Sanguine
• Choleric
• Phlegmatic
• Melancholic

5
Shopper segmentationMission of Purchase Habits
of purchase

• Weekly purchase in Hypermarket
• Food purchase in line with Non-Food
• HM is not a core store for Non-Food
• Expectations of Mass-Market assortment in
  Non-Food
• Expectations of non-relaxing atmosphere in
  Personal care, impossibility to choose enjoy
  the process
• Lack of expertise

• Perfumery visit
• Target store for Personal Care purchase
• Indulge yourself choosing a product
• Atmosphere
• Wide assortment
• Expert, Professional channel

Basic, Mass Market Personal care products
Exclusive, Professional, Wide assortment of
Personal care products
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Categories influence on Shopper Segmentation
Category
Personal features

• Impulse

Planned
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Shopper segmentation based onPromo-Sensitivity

• Functional Shopper
• Experience Shopper
• Promotional Shopper

• Low involvement into Category
• Buys 2-3 brands
• Well-informed
• Highly involved into Category
• Low Brand loyalty
• Not loyal to any brand
• Buys essential treatment
• Ready for experimental promo purchases

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Shopper Segmentation based on Brand Loyalty
Strong brand attachment
Curious loyals
SUPER LOYALS

• Weak need for efficacy

Strong need for efficacy
Efficient disloyals
Weak brand attachment
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More Shopper Segmentations?