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...
