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An international brand wanted to understand who their customers are.
While the company understood how their customers interacted with the brand via their app and transactions, their visibility of their customers’ behaviour in the wider retail market was scant. They were not cognisant of who they were selling to which was restricting growth factors such as product development, marketing and retention strategies.
Marketview used depersonalised card data to observe and quantify the wider retail behaviours of the company’s customers.
By applying mathematical clustering techniques, similar patterns of retail spending were identified and refined though multiple iterations. This produced distinct groups called Segments, which included characteristics such as age, life stage and lifestyle. Each card was then tagged to a Segment, allowing the range and value of products purchased from the company to be quantified. New customer cards were added to the Segments via the same process periodically and existing cards were moved between Segments if their behaviour changed over time.
The company was able to use the results to help their store owners understand who their customers are, how they interact with the various sales channels, and to create more targeted marketing initiatives to drive increased sales, loyalty, and retention. By monitoring the spend of each Segment, the company could assess the effectiveness of specific marketing campaigns against the targeted Segments.