Shopper Marketing - July 2016 - 126


B R I N G I N G PR EC I S I O N TO C O N V ER S I O N M A R K E T I N G

new is the idea of connecting the segments to each
pillar of your marketing strategy, so that everything
is working together," Hertenstein says.
So how does this work? Consider the following
scenario:
Let's say that a major eyewear retailer wants
to grow its customer base by expanding one of its
top-selling product lines. As part of the initiative, it is
looking to add new styles of frames and conduct various promotional activities. How should this retailer
build and execute its customer acquisition strategy?

Answer: It should start by learning more about
the customers it already has.
"Think about all the people who have glasses or
who need glasses; what motivates them to buy; what
types of brands, styles and price you need to have
for certain groups of people in different stores -
these are all consumer insights," Smestad says.
As it compares this information with behavioral data and purchase transactions, the retailer may
discover a value segment of suburban shoppers
who buy glasses once every three years; that could

ACTION PLAN
1. Build a deeper view of your existing
consumers:
* What they buy: purchase data and
behaviors
* Who they are: demographic data
* What they do: shopping, media, interests
2. Build current user "clusters" and nonuser clusters.
3. Develop strategies for growth based
on testing these clusters.
A sample strategy might work as follows:
Assume that there are 100 types of consumers that use your brand today based
on the modeling of attributes across the
deeper data sources outlined in the following sections. Now take those 100 dif-

ferent groups and get to know them
through testing scalable segments.
4. Who buys your brand a lot? Can you find
others who look like them? What would
you say/message/offer them?
5. Who buys your brand infrequently? What
might help them think of your brand more
or in a different way?
6. Who do you think is your next "white
space" to reinvent your brand to a new
segment/cluster? How would you propose
to be relevant to that group?
7. Reset what you "know" to what data
you can connect together to "learn."
8. Work with partners to enhance
the data you have and the data
you don't. This will be an ongoing
endeavor.
9. Measurement of sales impact
is the only way to validate your
relevance. Focus on bringing that
key data set in as table stakes.
10. Get results that amplify your
strategies to continue year-over-year
growth versus simply looking for
"what's next."

6



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

Contents
Shopper Marketing - July 2016 - Intro
Shopper Marketing - July 2016 - 1
Shopper Marketing - July 2016 - 2
Shopper Marketing - July 2016 - 3
Shopper Marketing - July 2016 - Contents
Shopper Marketing - July 2016 - 5
Shopper Marketing - July 2016 - 6
Shopper Marketing - July 2016 - 7
Shopper Marketing - July 2016 - 8
Shopper Marketing - July 2016 - 9
Shopper Marketing - July 2016 - 10
Shopper Marketing - July 2016 - 11
Shopper Marketing - July 2016 - 12
Shopper Marketing - July 2016 - 13
Shopper Marketing - July 2016 - 14
Shopper Marketing - July 2016 - 15
Shopper Marketing - July 2016 - 16
Shopper Marketing - July 2016 - 17
Shopper Marketing - July 2016 - 18
Shopper Marketing - July 2016 - 19
Shopper Marketing - July 2016 - 20
Shopper Marketing - July 2016 - 21
Shopper Marketing - July 2016 - 22
Shopper Marketing - July 2016 - 23
Shopper Marketing - July 2016 - 24
Shopper Marketing - July 2016 - 25
Shopper Marketing - July 2016 - 26
Shopper Marketing - July 2016 - 27
Shopper Marketing - July 2016 - 28
Shopper Marketing - July 2016 - 29
Shopper Marketing - July 2016 - 30
Shopper Marketing - July 2016 - 31
Shopper Marketing - July 2016 - 32
Shopper Marketing - July 2016 - 33
Shopper Marketing - July 2016 - 34
Shopper Marketing - July 2016 - 35
Shopper Marketing - July 2016 - 36
Shopper Marketing - July 2016 - 37
Shopper Marketing - July 2016 - 38
Shopper Marketing - July 2016 - 39
Shopper Marketing - July 2016 - 40
Shopper Marketing - July 2016 - 41
Shopper Marketing - July 2016 - 42
Shopper Marketing - July 2016 - 43
Shopper Marketing - July 2016 - 44
Shopper Marketing - July 2016 - 45
Shopper Marketing - July 2016 - 46
Shopper Marketing - July 2016 - 47
Shopper Marketing - July 2016 - 48
Shopper Marketing - July 2016 - 49
Shopper Marketing - July 2016 - 50
Shopper Marketing - July 2016 - 51
Shopper Marketing - July 2016 - 52
Shopper Marketing - July 2016 - 53
Shopper Marketing - July 2016 - 54
Shopper Marketing - July 2016 - 55
Shopper Marketing - July 2016 - 56
Shopper Marketing - July 2016 - 57
Shopper Marketing - July 2016 - 58
Shopper Marketing - July 2016 - 59
Shopper Marketing - July 2016 - 60
Shopper Marketing - July 2016 - 61
Shopper Marketing - July 2016 - 62
Shopper Marketing - July 2016 - 63
Shopper Marketing - July 2016 - 64
Shopper Marketing - July 2016 - 65
Shopper Marketing - July 2016 - 66
Shopper Marketing - July 2016 - 67
Shopper Marketing - July 2016 - 68
Shopper Marketing - July 2016 - 69
Shopper Marketing - July 2016 - 70
Shopper Marketing - July 2016 - 71
Shopper Marketing - July 2016 - 72
Shopper Marketing - July 2016 - 73
Shopper Marketing - July 2016 - 74
Shopper Marketing - July 2016 - 75
Shopper Marketing - July 2016 - 76
Shopper Marketing - July 2016 - 77
Shopper Marketing - July 2016 - 78
Shopper Marketing - July 2016 - 79
Shopper Marketing - July 2016 - 80
Shopper Marketing - July 2016 - 81
Shopper Marketing - July 2016 - 82
Shopper Marketing - July 2016 - 83
Shopper Marketing - July 2016 - 84
Shopper Marketing - July 2016 - 85
Shopper Marketing - July 2016 - 86
Shopper Marketing - July 2016 - 87
Shopper Marketing - July 2016 - 88
Shopper Marketing - July 2016 - 89
Shopper Marketing - July 2016 - 90
Shopper Marketing - July 2016 - 91
Shopper Marketing - July 2016 - 92
Shopper Marketing - July 2016 - 93
Shopper Marketing - July 2016 - 94
Shopper Marketing - July 2016 - 95
Shopper Marketing - July 2016 - 96
Shopper Marketing - July 2016 - 97
Shopper Marketing - July 2016 - 98
Shopper Marketing - July 2016 - 99
Shopper Marketing - July 2016 - 100
Shopper Marketing - July 2016 - 101
Shopper Marketing - July 2016 - 102
Shopper Marketing - July 2016 - 103
Shopper Marketing - July 2016 - 104
Shopper Marketing - July 2016 - 105
Shopper Marketing - July 2016 - 106
Shopper Marketing - July 2016 - 107
Shopper Marketing - July 2016 - 108
Shopper Marketing - July 2016 - 109
Shopper Marketing - July 2016 - 110
Shopper Marketing - July 2016 - 111
Shopper Marketing - July 2016 - 112
Shopper Marketing - July 2016 - 113
Shopper Marketing - July 2016 - 114
Shopper Marketing - July 2016 - 115
Shopper Marketing - July 2016 - 116
Shopper Marketing - July 2016 - 117
Shopper Marketing - July 2016 - 118
Shopper Marketing - July 2016 - 119
Shopper Marketing - July 2016 - 120
Shopper Marketing - July 2016 - 121
Shopper Marketing - July 2016 - 122
Shopper Marketing - July 2016 - 123
Shopper Marketing - July 2016 - 124
Shopper Marketing - July 2016 - 125
Shopper Marketing - July 2016 - 126
Shopper Marketing - July 2016 - 127
Shopper Marketing - July 2016 - 128
Shopper Marketing - July 2016 - 129
Shopper Marketing - July 2016 - 130
Shopper Marketing - July 2016 - 131
Shopper Marketing - July 2016 - 132
Shopper Marketing - July 2016 - 133
Shopper Marketing - July 2016 - 134
Shopper Marketing - July 2016 - 135
Shopper Marketing - July 2016 - 136
Shopper Marketing - July 2016 - 137
Shopper Marketing - July 2016 - 138
Shopper Marketing - July 2016 - 139
Shopper Marketing - July 2016 - 140
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_ecommerce2018
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201708
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201707
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201706
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201705
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201704
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201703
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201702
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201701
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201612
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201611
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201610
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201609
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201608
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201607
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201606
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201605
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201604
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201603
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201602
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201601
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201512
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201511
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201510
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201509
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201508
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201507
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201506
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201505
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201504
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201503
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201502
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201501
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201412
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201411
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201410
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201409
http://www.nxtbook.com/nxtbooks/ptp/sm_201408
http://www.nxtbook.com/nxtbooks/ptp/sm_201407
http://www.nxtbook.com/nxtbooks/ptp/sm_201406
http://www.nxtbook.com/nxtbooks/ptp/sm_201405
http://www.nxtbook.com/nxtbooks/ptp/sm_201404
http://www.nxtbook.com/nxtbooks/ptp/sm_201403
http://www.nxtbook.com/nxtbooks/ptp/sm_201402
http://www.nxtbook.com/nxtbooks/ptp/sm_201401
http://www.nxtbook.com/nxtbooks/ptp/sm_201312
http://www.nxtbook.com/nxtbooks/ptp/sm_201311
http://www.nxtbook.com/nxtbooks/ptp/sm_enhancedpreview
http://www.nxtbook.com/nxtbooks/ptp/sm_201310
http://www.nxtbook.com/nxtbooks/ptp/sm_201309
http://www.nxtbook.com/nxtbooks/ptp/sm_201308
http://www.nxtbook.com/nxtbooks/ptp/sm_201307
http://www.nxtbookMEDIA.com