A Step Forward In Understanding Shoppers Using Segmentation Techniques
Roger AllfordJ. Sainsbury's plcNatalie EvansandCaroline WardProcter & Gamble
Overview
The aim of this paper is to describe a collaborative project which was undertaken by Sainsbury's and Procter & Gamble to drive the Health and Beauty care category performance through gaining a better understanding of Sainsbury's shoppers.
There are many different techniques which can be used to improve understanding of shopper behaviour and attitudes within the instore environment and many of these methods are highly effective at understanding general shopping behaviour. However, these data sources can often...