Camille P. Schuster, Ph.D.

CPGmatters: Analysis of Data Underscores Importance of Best Shoppers

January 27, 2010

FROM RETAILWIRE:
Analysis of over two million grocery shoppers by Concept Shopping shows that the top 10 percent of a store's customers visit the store more than twice a week, spend over $39 per visit, and represent nearly 40 percent of the store's total sales. In what ways can retailers do a better job reaching their best customers?      [more...]

Spending time doing sophisticated segmentation based upon sales, products, demographics, satisfaction, or loyalty is a great exercise and has little to do with running the business. Unless, as Ryan said, retailers can identify which consumers are more valuable (profitable, connectors, or however retailers define which consumers help them make money), AND develop good insights about those consumers, AND develop good tools for interaction (not just one-way communication) AND listen to those consumers, this process is just another exercise.