Ways of Shopper segmentation

Elena Popova, Category manager

Beiersdorf Russia

Beiersdorf Russia
 Shopper segmentation is one of the key steps to better
organization of study

The segmentation may depend on:

1. Objective of the study
A Shopper
2. Approach (in-depth
A Social
Interviews; Observation, etc) Needs/
unit
ambitions
3. Context:
• Shopping mission Individuali
ty
(incl. Trade channel choice)
A human being with
• Categories involved Health-related restrictions

• …. (more ideas?) Geographically- A Behavioral type

bounded (psychology)

A Consuming unit

Beiersdorf Russia
 Shopper segmentation
Social-Demographic aspect as Objective factor

• Sex

• Age

• Income

• Marital/Family status

• Education

• … etc.

Beiersdorf Russia
 Psychological segmentation

• Sanguine

• Choleric

• Phlegmatic

• Melancholic

Beiersdorf Russia
 Shopper segmentation
Mission of Purchase; Habits of purchase

Weekly purchase in Hypermarket Perfumery visit

• Food purchase in line with Non-Food • Target store for Personal Care
• HM is not a core store for Non-Food purchase
• Expectations of Mass-Market assortment in
• Indulge yourself choosing a product
Non-Food
• Atmosphere
• Expectations of non-relaxing atmosphere in
Personal care, impossibility to choose & • Wide assortment
enjoy the process
• Expert, Professional channel
• Lack of expertise

Basic, Mass Market Personal care products Exclusive, Professional, Wide assortment
of Personal care products

Beiersdorf Russia
 Categories influence on Shopper Segmentation

Category

Impulse Planned Personal feature

Category Specifics
High involvement Low involvement

Ex. Lip care A-A Face care Shower gel

In pharmacy In pharmacy In Hypermarket, Supermarket
Channel
choice/ In cash zone In Perfumery In Perfumery
Mission
In Perfumery
In Drogerie

Beiersdorf Russia
 Shopper segmentation based on
Promo-Sensitivity

• Functional Shopper • Low involvement into Category

• Buys 2-3 brands

• Experience Shopper • Well-informed

• Highly involved into Category
• Low Brand loyalty

• Promotional Shopper • Not loyal to any brand

• Buys essential treatment
• Ready for experimental promo purchases

Beiersdorf Russia
 Shopper Segmentation based on Brand Loyalty

Strong brand
attachment

s SU
yal PE
lo R
LO
ous YA
uri LS
C
Weak need for Strong need for
efficacy efficacy

Ex yals
plo
is lo
r ers
ntd
e
• Impulse purchases
f ici
• Pleasure from Purchase Ef
• Quick Purchase
• Mixes categories, brands
• Seek for Bright, Sexy package
(decoration)

Weak brand
attachment
Beiersdorf Russia
 More Shopper Segmentations?

Beiersdorf Russia