Shopper Segmentation based on the annual Shopping Cart
01.
Background
The influence of promotion measures on the category purchasing behavior of different shopper segments is to be examined.
02.
Research questions
Which shopper segment reacts most intensely to different promotional measures (price offs and on-pack promotions)?
03.
Approach
Identification of different shopper segments based on actual purchasing behavior.
Description of shopper segments based on shopping behavior and sociodemographic information.
04.
Results
The segmentation analysis based on the annual shopping carts identifies three distinct shopper segments.
Segment 1 has the highest number of purchase acts per customer per year; segment 3 has the highest turnover per purchase act.
The segments can be described by different promotional sensitivities. Segment 1 reacts strongly to price offs; segment 3, on the other hand, reacts very strongly to on-pack promotions.
