Foreseeing growth - characterizing potential customers who “look like” current customers

Boaz Mourad, Stacey Matthias and Danielle Sarver

In order to make informed growth decisions, it is helpful for retailers to be able to find consumers in the population who “look like” their current customer base.

Foreseeing growth - characterizing potential customers who “look like” current customers

Boaz Mourad, Stacey Matthias and Danielle SarverInsight Research Group, United States

FORESEEING GROWTH: CHARACTERIZING POTENTIAL CUSTOMERS WHO “LOOK LIKE” CURRENT CUSTOMERS

When regional retailers consider significantly expanding their market presence, they are often in the unenviable position of making investment decisions without sufficient information. In assessing potential growth opportunities in new markets, these retailers must consider a number of questions: How large can we grow? Are there potential customers in other areas who will purchase our product? Do we need to change to...

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