Segmentation examplesWanna Swuddigul

1. Lifestages

Young Adult Older AdultOlder FamilyYoung Family Pensioner

Less Affluent Up-marketMid-market

2. Lifestyles

Price SensitiveConvenience Finer Foods MainstreamKids’ Choice Traditional

3. Behavior-based

Recently Left GoneawayLoyal Opportunity

4. Shopping loyalty

RETAIL ENGAGEMENTParticipation in extensions (tesco.com, baby club, wine club)

BRAND LOYALTYBrand and category share of wallet to understand loyalty of customers

LIFESTYLESMotivations behind

shopping behaviour

“You are what you eat”

LIFESTAGENeed at particular stage and what they buy

SHOPPING

HABITSShare of shopping,recency & frequency

PRIMARY CHANNELPreferred format (supermarket, express, petrol station, online)

SHOPPING

TRIPSMissions

Multi-dimension in segmentation

Samsung mobile segmentation

GEN Z Millennial – Social expresser New work tribe