Leaflet Optimization through Shopper Segmentation

01.

Background

A retailer would like to analyze his previous leaflet actions in order to carry out shopper centered future actions.

02.

Research Questions

  • Which shopper segments can be identified?
  • What influence do leaflet campaigns have on frequency, sales, turnover and receipt value?
03.

Approach

Implementation of a statistical promotion-mix-decomposition. Identification of different shopper segments based on actual purchasing behaviour.

04.

Results

 

  • The segmentation analysis based on the annual shopping carts of the loyalty card users identifies distinct shopper segments
  • Using Advanced Analytics, the effects of promotions from industry can be controlled in such a way that as many shoppers as possible are addressed by the product promotion and at the same time the total turnover of the retailer increases

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