A step forward in understanding customers using segmentation techniques

Caroline Ward, Natalie Evans and Roger Allford

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 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...

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