Boots – segmentation for 'Promofutures' consortium project
Issue
- Socio-demographics do not discriminate with regard to promotions.
Objective
- Targeting consumers with relevant types of promotions and channels.
What we did
- Cluster analysis was used to segment the population.
- A broad range of questions included: attitudes, behaviour, loyalty, redemption.
- 8 separate segments were produced.
Consortium members included:
