TURNING SEGMENTATION INTO A WAY OF MAKING DECISIONS

CHALLENGE

Move beyond a transactional view of customers and build profiles that can guide more relevant experiences and communications.

APPROACH

We identified and sized attitudinal profiles using K-means, explored their motivations and behaviours, and worked with the team on applying them to journeys, benefits and repeat visits.

OUTCOME

The segmentation became part of how the CX team works. Today, the profiles inform promotions and messaging, bringing a more people-centred approach to practical business decisions.