Shopper Marketing - January 2016 - 28


PROGRAMS

Ahold USA Meets Its
'Best Customer'
By Cyndi Loza

m inneapolis - Recognizing weak identical-store
sales and a growing competition in the Northeast,
Ahold USA turned to Copernicus Marketing Consulting & Research in December of 2014 to launch
a market-based segmentation project that would fuse
together shopper-card,
third-party and customresearch data to help develop a harmonized single
view of the consumer. The
partners reunited at the
Shopper Marketing Conference & Expo in October to
describe their process that
led the retailer to discover
Sharon Eiswert discusses the market-based shopper segmentation
its "best customer."
project that Ahold USA launched in late 2014.
Access to shopper data
tomer even more so beyond the functional
hasn't been a problem for Ahold USA, accordday-to-day measurement and really start to
ing to Sharon Eiswert, director, marketing and
know them as people and tailor our offering
merchandising. "We have a lot of really great
to them?"
data on our consumers and we've always used
Prior to this latest segmentation project,
it well," explained Eiswert, noting the retailer
the retailer has had three segmentations in
has high loyalty-card usage rates. "But, what
place since 2007. One focused on brand loywe asked ourselves is how do we start to realty, another on shopper behavior, and the
ally use the data as a competitive advantage
other on price. None of the segmentations,
and how do we start to really know the cus28

y SHOPPER MARKETING JANUARY 2016



Table of Contents for the Digital Edition of Shopper Marketing - January 2016

Contents
Shopper Marketing - January 2016 - Intro
Shopper Marketing - January 2016 - 1
Shopper Marketing - January 2016 - 2
Shopper Marketing - January 2016 - Contents
Shopper Marketing - January 2016 - 4
Shopper Marketing - January 2016 - 5
Shopper Marketing - January 2016 - 6
Shopper Marketing - January 2016 - 7
Shopper Marketing - January 2016 - 8
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Shopper Marketing - January 2016 - 10
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