How can you use multiple segmentation methods in retail marketing?

A realiza??o de uma segmenta??o demográfica é extremamente útil no processo de constru??o de pesquisas de Marketing por permitir uma "clusteriza??o" mais inteligível a quem realizará o estudo com os dados. No entanto, as escalas definidas para essa segmenta??o, como por exemplo a escala de escolaridade, escala de idade etc. podem mascarar dados importantes. Dessa forma, cabe ter um cuidado adicional, ao definir uma segmenta??o demográfica, com os critérios de cria??o e aplica??o das escalas utilizadas. Se está estudando o comportamento de consumidores adolescentes trabalhar com uma escala de faixa etária que agrupe pessoas de 0 a 18 anos na mesma faixa.

Demographic segmentation is effective only after you know the Socio-Economic segment you wish to target. This is how you finalise your segmentation strategy: 1. Socio-Economic Segmentation 2. Demographic segmentation 3. Psychographic Segmentation and 4. Geographic Segmentation. If you don’t follow the above sequence, you would end up with a state of confusion and wastage of money.

Demographic is a base segmentation. Need to have more underatanding in behaviour. To offer more premium brand, emotional aspect is very important. Undertand how we can deliver this emotional relationship is very important.

A segmenta??o demográfica é fundamental para delimita??o de mercado: qual seu tamanho e como está constituído em rela??o a informa??es quantitativas (gênero, idade, escolaridade, renda etc). Assim, tem papel preponderante em decis?es como entrada e expans?o de mercado; lan?amento de produtos; amplia??o de portfólio e outras mais em que análises de viabilidade de negócio se fazem necessárias.

In retail marketing, employing multiple segmentation methods enhances targeting precision. Demographic segmentation, can inform product assortment. Psychographic segmentation, considering lifestyle and values, aids in crafting resonant messaging. Geographic segmentation tailors promotions to specific locations. Behavioral segmentation, such as purchase history, guides personalized offers. Nike adeptly utilizes these methods, targeting various demographics with specialized product lines like Nike Kids for age-based segmentation, Nike Running for lifestyle-oriented segments, regional releases for geographic targeting, and personalized product recommendations through their app for behavior-driven segmentation.

Segmentation by Relationship Status: Identify different customer segments based on their relationship status: singles, couples, and married individuals. Create tailored marketing messages for each segment: Singles: "Treat Yourself to Luxury Chocolates this Valentine's Day." Couples: "Celebrate Your Love with Exquisite Chocolates." Married: "Rekindle the Romance with Our Gourmet Chocolates." Segmentation by Gifting Intent: Identify customers who are likely to purchase chocolates as gifts. Create marketing materials that emphasize the gifting aspect, such as "The Perfect Valentine's Day Gift" or "Show Your Love with a Thoughtful Chocolate Gift."

Visto a fun??o primária do varejo é unir o consumidor ao seu objeto de desejo, a segmenta??o geográfica se torna ainda mais importante nesse contexto. Pois é a partir dela que pode-se mapear características específicas das regi?es e deriva-las em a??es que aumente o engajamento e a qualidade da entrega para seus clientes.

A segmenta??o geográfica ganhou contornos diferenciados a partir do século XXI. Se com a internet, por um lado, ampliou-se o compartilhamento de informa??es que homogeneizaram muitos tra?os culturais que influenciam diretamente o consumo, por outro lado vimos crescer também movimentos que valorizam identidades culturais locais. Esses movimentos crescem à medida em que as pessoas encontram ressonancia em seus iguais que agora têm também oportunidade amplificada de fala. Muitos desses movimentos locais est?o relacionados a diversos segmentos, valorizando moda, culinária, música, dan?a, entre outros tra?os culturais locais que ajudam a estabelecer padr?es de consumo. Conhecer essas especificidades e adequar estratégias a elas é fundamental.

Geographic segmentation can be a bit tricky especially when you have multiple SEC targets. Every target would need a specific communication style and a specific value proposition to sell. Any dissonance would lead to an unpleasant experience for the target.

There are certain drawbacks of geographic segmentation in the retail market. This includes the challenge of oversimplifying diverse consumer behaviors within a specific region. Additionally, it may overlook individual preferences within a geographic segment and fail to adapt to evolving consumer trends. Limited flexibility and the potential for overlooking emerging markets are also concerns when relying solely on geographic segmentation strategies.

Psychographics segmentation focuses on the lifestyle, values, interests, and personality traits of the target audience. This segmentation can help retailers in creating marketing messages and promotions that resonate with the profile of their customers. For example, a brand targeting environmentally conscious consumers may highlight eco-friendly practices in its marketing materials and so on.

Understanding the psychographics of consumers allows retailers to create more personalized and targeted marketing strategies to connect with specific consumer segments on a deeper level.

How does one execute on the above methods of consumer research. There’s no right way but often having rounds of focus groups with a larger base helps in getting all of the above in 1 sitting. Since it’s Retail and Retail shoppers can differ from Online, FG is a great method imo.

La segmentación psicografica permitirá a las marcas comunicarse con sus consumidores con mensajes que le van a ser realmente pertinentes y relevantes.

Once I was working on OJT (On Job Training) with a CSA(Customer Sales Executive) in a retail store. Most of the CSA were facing challenge to sell one of the new product imported by the prime stake holder. Product was hard to get acceptance we finally used multiple segmentation method: We called back the lot from south India(flamboyant product) as it was doing very bad and Placed in Mumbai, Delhi, (+Gurugram) and other metros. In Delhi we placed in places like Vasant Kunj with exclusive visual merchandising. This style took less time to get break even

These are general segmentation techniques. Sometimes a hybrid approach is needed which is essentially a combination of demographic, psychographic and attitudinal segmentations. The exercise helps develop mutually exclusive segments. The segmentation exercise is used by various organization particularly by large manufacturers and retailers. Further, there are more advanced techniques to create segments such as DNA or enterprise level segmentations.

Relying solely on behavior may overlook changes in preferences or external factors affecting buying decisions. There's also the risk of stereotyping customers based on behavior, leading to inaccurate assumptions. Implementing effective behavioral segmentation requires careful consideration of these limitations to balance personalized marketing with customer privacy and evolving preferences.

An efficient way to behaviourally segment data is to pair it with possible data signals that can be tracked. So now you can have a mix of What do people do (data signals) and Why do people do (beh seg). This will keep the segmentation tidy and also facilitates easy correction and better initiative planning.

à c'est sans aucun doute ce qui est le plus difficile à travailler parce que cela nécessite outils et compilations de données Pour les familles ; il est majeur de trouver les typologies comportementales ; c'est la manière dont les parents voient l'éducation et le statut de leurs enfants qui conditionnent très fortement les comportements d'achats et de prescription enfantine

We want to best startup in local market then should take fast action in below points Feed back to forward customer claims. Reverse Anovation as per market demand . Customer classification and augmentations

Here’s what i think: there is no holy grail! And I could state the obvious with other words as well:one size doesn’t fit in this case. Retail in general is way to broad to standardize any kind of segmentation approach. Differs based on the product complexity, we should actually create a geographic segmentation as well before we dig deeper into the segmentation modus operandi, pun intended. All in all, you have to test your segmentation methods as well, just like everything else.

Multi-layered segmentations provide a depth that can give real credibility when building a picture of your consumers. It’s important to remember though, that this doesn’t mean every consumer within a cluster behaves identically 100% of the time. A phrase I often use when communicating segments internally and externally is ‘more likely to’ especially when building demographics into a behavioural segmentation e.g. this tribe or segment is more likely to be an empty nester. This helps remind recipients of this information it’s the behaviours/attitudes that connect consumers and ensures any pen portraits don’t become fixed on a single articulation.

The most important thing is to make sure your segmentation is interpreted - you can make tangible conclusions to influence business decisions to drive growth. Applying several segmentation might show different perspectives and allow you to choose the best solution that fits your current business context.

To elevate your retail marketing, think of segmentation as a cocktail mix: Mix & Match: Combine demographics with lifestyle vibes. Picture this: targeting tech-savvy millennials or eco-conscious families. It's about layering to get that perfect blend. Local Flavor: Use geographic data but add a twist. Maybe folks in sunny Florida love beach gear, but how about tapping into local sports team colors or regional trends for a personal touch?

Mindset Matters: Go beyond hobbies; dive into what drives your customers. Are they sustainability warriors or luxury lovers? Tailor your campaigns to echo their inner values. Watch and Learn: Look at buying behaviors but get creative. Noticed a spike in fitness gear? Maybe it's time for a wellness campaign or partnering with local gyms. The key? Don't just segment; get creative and personal, making every customer feel like your store is their go-to spot. ??