Our client, a major supermarket chain in Latin America, was looking for a better understanding of the target market to improve service level and adjust business positioning.
Altair’s detailed market analysis, customer segmentation strategy planning, and segment prioritization and characterization helped our client better address its consumers’ needs, and consequently grow market share and revenues.
The supermarket chain was looking to better understand target consumers to adjust its positioning, boost the perceptions of its brand, optimize its product portfolio and service level, and ultimately drive greater sales and market share.
Together with senior management, we designed a pilot project to identify localization opportunities. The process involved four steps:
Altair recommends the chain to keep the price point the lowest in any given segment the company compete in. At the same time, brand, promotions and product assortment should be adjusted per segment.
Different look and feel for stores in different segment group; personalized services modified per customer behaviors and preferences of a certain segment.
The client successfully implemented the new segmentation strategy. Thanks to the commitment of client executives, the performance of the stores has been very positive, with jumps in profitability and customer satisfaction as measured on a per-store basis.