A step forward in understanding customers using segmentation techniques

This paper describes a project which was not only an example of how successfully a major retailer (Sainsbury's is the second largest grocery retailer in the United Kingdom) and a global supplier (Procter & Gamble) can work together but also highlights an innovative and unique research project.

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...