Toronto, Canada (October 21, 2009) - Segmentation is often viewed as a sophisticated, data-driven exercise, about as far away as possible from the bare-knuckles activity of driving sales at retail, but recent work fielded by Twenty-Ten on behalf of its clients shows that segmentation can be very helpful in selecting those consumers who are ready to be driven to the store, and knowing what to say to them to get them there.
Over the past year, Twenty-Ten has supplemented its ability to link attitudinal segments to real populations with the ability to overlay retailer-specific sorting as needed. This can manifest itself as a simple analysis, limiting a targeted segment to geographies served by a specific retailer, or it can be more complex, overlaying retailer’s customer profile over the manufacturer’s grids to identify only those target households who are of prime concern to both the manufacturer and the retailer.
Twenty-Ten has executed this sort of program for a variety of leading marketers, including Procter & Gamble and Newell Rubbermaid, on behalf of their work with key retailers including Walmart, Costco and Lowe’s. Program design has, of course, varied to meet the strategic and tactical needs of the sponsoring manufacturers and their retailer partners, but has included programs designed to meet both long-term and short-term business needs.
If you are looking to jump-start your retailer specific marketing efforts, give us a call. We have developed a low-cost approach to taking your existing segmentation studies and activating them in partnership with your most important retail partners. We can help you bring your retail-specific efforts to the next level.