A retailer is opening stores in new global locations and wants to know which domains and categories they should focus on, to outcompete the existing players in these markets.
Axtria performed “zero data” segmentation based on survey data in countries like Turkey, Mexico and China where the retailer was setting up its stores for the first time. This lifestyle segmentation identified the kind of customer base in each country and key characteristics of each customer segment.
Focus groups were conducted among consumers within each segment and a need-gap questionnaire was administered to determine gaps in what consumers wanted versus what retailers were unable to provide. This helped identify key categories/brands that the retailer needs to focus on, including customer service, infrastructure and after-sales support issues.