You may think you know your customers, thanks to your client data. But are these enough?
Client data is certainly a valuable source of information. It allows you to understand your customers’ consumption habits, the times they prefer to shop at your store, the average basket, the most popular items, the preferred range level, and so on. But without careful analysis, these results are useless. You therefore need to assemble your customers into different groups based on various criteria. This will give you several profiles that share similarities: the most regular customers, those who buy in larger volumes, those who prefer certain product categories, those from whom product categories are entirely absent, etc.
Don’t lose sight of the fact that this data is limited to the confines of your outlet. In other words, your customers have a life outside your store. For example, the customers you identify as the ones who do not consume wine may actually prefer buying from a wine merchant rather than from your supermarket. It would therefore make sense to appeal to these specific customers with the help of more exceptional products. This is just an example, but the basic idea is to demonstrate the need to take a step back from the data that you have.
To take the necessary step back and understand how consumers behave, SIRIUS Insight offers you Dividuals®, an advanced segmentation system that is representative of all Belgian households. With it, you can cross-reference the data collected from your customers in order to find out which categories of consumers they belong to, and finally lift the veil on information that was previously impossible for you to guess. Not only will you learn more about your customers, but you will also be able to recruit new ones and improve the way you approach them.
A Day by day
B Young and getting started
C Folksy and simple
D Kids leaving the nest
E Middle-class and senior
F On track and moving forward
G New projects to pursue
H Time to enjoy
I Prosperous and enterprising
J Wealth and prestige
