Shopper Marketing - January 2016 - 30


PROGRAMS

however, really captured the essence of how
customers felt about the retailer, Eiswert said.
Thus, Ahold wanted to make sure the new
segmentation was based on behavior as well
as attitudes. It was also important to be able
to link the new segmentation to the company's database. "A lot of times you hear of
people who do these great segmentations
and they are based on research, and they roll
them out to the whole company and they get
inspired around this segment - Sally or Sue
or whoever it is - and then they don't have
any other information. They have no way of
really acting on that segmentation and really
linking it back to, 'So, what customers fall into
that segment and how can I reach them?'"
What's interesting when working with organizations that have big databases such as
Ahold is that there are always inconsistencies across the different datasets, said Eric
Paquette, Copernicus' senior vice president
and chief operating officer. For example, the
brand tracking survey would differ from the
database, which would differ from return on
investment data. "And it makes people's hair
fall out, right?" Paquette said. "Nobody understands what of this is true and why they're
different."
The segmentation project led the partners
to interview 5,000 grocery shoppers in the
trade area to better understand their attitudes.
In creating a single view of the consumer, Copernicus also considered behaviors from the
database, the existing segmentations and Experian data to turn on the programmatic and
addressable digital campaigns.
In the end, the project narrowed down six
30

y SHOPPER MARKETING JANUARY 2016

customer segments, describing in great detail
each of their shopping behavior, attitudes
and affinity for Ahold overall as well as other
competitors.
After much consideration, Ahold selected
two segments of the six to go after as their
"best customer." One of the groups was already their most loyal shopper and another
was more of a growth target with a lot of potential in the market. "We'll be doing a training and a roll out plan now in January where
we're going to be sharing this with the entire
organization and really getting everyone to
buy into this and start really thinking like our
best customer and making decisions based
on the things that are important to them."
In order to execute a project like this, Eiswert
encourages others to find a high-level executive sponsor within the organization to drive
adoption across the business. "In our case, it
was the SVP of marketing who really believed
in this and really has pushed it through across
the organization and has gotten buy-in like
we've never seen before," she added.
Involving key business partners throughout the process is also important. Eiswert explained they consulted Ahold executives in
merchandising and from the retailer's online
grocery service Peapod, for example, to get
an understanding of how they would use this
segmentation and make sure "we were building it the right way with the right requirements so that they could use it at the end of
the day."
Finally, she suggests keeping the end goal
in mind from the start and finding a vendor
SM
who has some proven experience.



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
Shopper Marketing - January 2016 - 9
Shopper Marketing - January 2016 - 10
Shopper Marketing - January 2016 - 11
Shopper Marketing - January 2016 - 12
Shopper Marketing - January 2016 - 13
Shopper Marketing - January 2016 - 14
Shopper Marketing - January 2016 - 15
Shopper Marketing - January 2016 - 16
Shopper Marketing - January 2016 - 17
Shopper Marketing - January 2016 - 18
Shopper Marketing - January 2016 - 19
Shopper Marketing - January 2016 - 20
Shopper Marketing - January 2016 - 21
Shopper Marketing - January 2016 - 22
Shopper Marketing - January 2016 - 23
Shopper Marketing - January 2016 - 24
Shopper Marketing - January 2016 - 25
Shopper Marketing - January 2016 - 26
Shopper Marketing - January 2016 - 27
Shopper Marketing - January 2016 - 28
Shopper Marketing - January 2016 - 29
Shopper Marketing - January 2016 - 30
Shopper Marketing - January 2016 - 31
Shopper Marketing - January 2016 - 32
Shopper Marketing - January 2016 - 33
Shopper Marketing - January 2016 - 34
Shopper Marketing - January 2016 - 35
Shopper Marketing - January 2016 - 36
Shopper Marketing - January 2016 - 37
Shopper Marketing - January 2016 - 38
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Shopper Marketing - January 2016 - 40
Shopper Marketing - January 2016 - 41
Shopper Marketing - January 2016 - 42
Shopper Marketing - January 2016 - 43
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Shopper Marketing - January 2016 - 46
Shopper Marketing - January 2016 - 47
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Shopper Marketing - January 2016 - 49
Shopper Marketing - January 2016 - 50
Shopper Marketing - January 2016 - 51
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Shopper Marketing - January 2016 - 53
Shopper Marketing - January 2016 - 54
Shopper Marketing - January 2016 - 55
Shopper Marketing - January 2016 - 56
Shopper Marketing - January 2016 - 57
Shopper Marketing - January 2016 - 58
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Shopper Marketing - January 2016 - 60
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