Can recipients of sales flyers be segmented?

This paper investigates the possibility of identifying clusters among consumers receiving sales flyers from retailers (supermarkets, etc.).

Can Recipients Of Sales Flyers Be Segmented?

Marcus Schmidt andMogens Bjerre Copenhagen Business School

INTRODUCTION

The number of flyers distributed by various Danish retailers has increased steadily during the past two decades. While the average Danish household in the mideighties received four flyers per week, the figure today is 22. With the present annual increase of 10%, the number of flyers that will be dumped into the mailbox of the average household each week by the year 2005 will exceed 25. By then the household will receive more than 1300 flyers a year, weighing approximately 70kg. (Hansen...

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