Henkel defines the groups by behavior, beginning with shoptimizers, who conduct a "very high" level of pre-planning (looking at ad circulars, etc.), redeem a "very high" amount of coupons and have a "very high" response rate to every day low price (EDLP) strategies. This group is also sensitive to in-store promotions. Mainstreeters have a "very low" use of pre-planning, a "low" use for coupons and an "average" response to EDLP, but are "highly sensitive" to in-store promotions. |
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