Business Situation:

The client, a leading retail chain offering various products across categories, wanted to understand its customers to better plan customized
campaigns and promotions with the objective of increasing customer engagement and overall revenues.
The Task:
Identify appropriate customer segments based on various factors such as purchase patterns, promotion response and demographics of the
customers.
Framework:
Customer Personas:
Analytics in Action
Increasing Revenues by better Understanding Customers
Client: A Leading Retail Chain
Define & Build
customer segments
Segment analysis Customer profile
Identified an appropriate
customer base based on the #
of visits and days on books
Built customer segments using
clustering algorithms after
treating the outliers
Analyzed the segments and
identified the customer
personas in each segment
Got a detailed profile of
customer in a segment to
target for promotion
Who?
What?
When?
70% sales
from FMCG &
Staples
Early morning
Weekend
Early Morning
Weekend Shoppers
Large family
High visits
60% sales
from FMCG &
Staples.
Multi-
category
shopping
Afternoon to
Evening
High sales, large
family shoppers
Salaried
staples
shoppers
70% sales
from Staples
Shops in rice,
oil, pulses and
flour
Morning to
Afternoon
1
st
10 days
Salaried, Health
conscious,
staples shoppers
Salaried
Large family
50% sales-
staples, 30%-
FMCG.
Multi-
category
shopping
Morning to
Afternoon
Weekend 1
st
10 days
Salaried, large family,
weekend shoppers
Low visits
Low sales and
high margin
45% sales
from Apparels
Shops in
Mens casual
and formal,
ethnic wear
Morning to
Afternoon
Weekend
Weekend, apparel buying
shoppers
Single family
with kids
Health
conscious
70% sales-
FMCG
High
proportion of
baby care and
health SKUs
Morning to
Afternoon
single/small family
shoppers
Discount
seekers
50% sales
from Home
needs.
Shops in
utensils, bed
and luggage
Afternoon to
Evening
Weekend
Discount seekers
70% sales
from Staples
& FMCG
Evening
Evening shoppers
The Result:
Developed relevant Customer personas like discount oriented, large family, weekend specific category shoppers,
impulsive buyers, high end buyers, etc
Customer personas helped the business to appropriately target customers based on the day, time, affinity and category
of purchase with appropriate promotional offers, leading to incremental revenues
Identify an
appropriate
Customer Base
Small to
Medium size
families
Large families
shops mostly
in FMCG and
Staples
YOUR PARTNER FOR
DATA ANALYTI CS SERVI CES
MANAGEMENT TEAM
GLOBAL EXPERIENCE.
PROVEN RESULTS.
Roy K. Cherian
CEO
Roy has over 20 years of rich experience in marketing, advertising and media
in organizations like Nestle India, United Breweries, FCB and Feedback
Ventures. He holds an MBA fromIIMAhmedabad.
Anunay Gupta, PhD
COO &Head of Analytics
Anunay has over 15 years of experience, with a significant portion focused
on Analytics in Consumer Finance. In his last assignment at Citigroup, he was
responsible for all Decision Management functions for the US Cards
portfolio of Citigroup, covering approx $150B in assets. Anunay holds an
MBA in Finance fromNYU Stern School of Business.
Greg Ferdinand
EVP, Business Development
Greg has over 20 years of experience in global marketing, strategic planning,
business development and analytics at Dell, Capital One and AT&T. He has
successfully developed and embedded analytic-driven programs into a
variety of go-to-market, customer and operational functions. Greg holds an
MBA fromNYU Stern School of Business.
Kakul Paul
Business Head, CPG & Retail
Kakul has over 8 years of experience within the CPG industry. She was
previously part of the Analytics practice as WNS, leading analytic initiatives
for top Fortune 50 clients globally. She has extensive experience in what
drives Consumer purchase behavior, market mix modeling, pricing &
promotion analytics, etc. Kakul has an MBA fromIIMAhmedabad.
ADVANCED ANALYTICAL SOLUTIONS
MARKETELLIGENT, INC.
80 Broad Street, 5th Floor, New York, NY 10004
1.212.837.7827 (o) 1.208.439.5551 (fax) info@marketelligent.com
CONTACT
www.marketelligent.com
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