Store segmentation the benefits
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Store Segmentation

Store Segmentation is the process of grouping stores with shared characteristics to enable businesses to optimise store level activity. Optimising price, range, merchandising and on and offline promotions at store and estate level in order to target sales and marketing activity more effectively.

Retailers and brands are focused on segmenting their stores and aligning marketing effort to deliver more meaningful engagement with shoppers. The reasons people shop in a garage forecourt as opposed to a hyper store stem from different shopping occasions.

Once stores have been segmented (by retail, target audience, shopper usage) businesses can align sales and marketing activity more effectively. There are huge geographical differences that effect buying decisions such as ethnicity, household composition and affluence. Store segmentation enables businesses to understand these complexities and align price, range, promotions and merchandising to target groups.

Our Store Segmentation service includes:
  • Store segmentation and alignment to customer usage by format to drive range planning and omnichannel promotional activity
  • Store performance bench marking using scorecard comparisons across category, sales channel and competition
  • Investment prioritisation based on store opportunity and retail landscape performance pressures
  • Optimisation of store and category space allocation based on potential
  • Catchment analysis of consumer, workplace, mobile, online, competitor and retail opportunities
  • Segmenting outlets by catchment area affluence to help identify product range, promotions and price mix
  • Store range portfolio mix impact analysis by store location, town and region
  • Affluence analysis by geographical location
  • Market sizing to define opportunity for category growth

Understanding these complexities helps shape store segmentation aligning price, range, promotions and merchandising to target groups.

If you are looking for our offices,
you can find us at the following address:

Serendipity2

Augusta House

18 Augusta Place

Leamington Spa CV32 5EL

United Kingdom


t 01926 887 555
e [email protected]