One size doesn’t fit all: Using Segmentation to Sell More
July 14, 2008
By Norrelle Goldring, Director, Shopportunity
For Marketing Magazine, April 2008 Issue
The release of the latest Mosaic study, with its 11 macro consumer segments and 47 consumer ‘types’, highlights the increasingly fragmented nature of the consumer and shopper base in Australia and reinforces the need for targeted marketing and sales strategies.
The growing focus on segmentation is driving the shift from mass to targeted media, and is beginning to signal a retail shift away from one-size-fits-all product ranging to ‘relevance ranging’ – the right products in the right places in front of the right shoppers.
Below is a brief roundup of what types of segmentation are being used in the Australian marketplace, how they are being applied, and how smart marketers can link their segmentation work to the sales and store environment to optimise product sales.
Download the full article here using-segmentation-to-sell-more