People analytics
Profiling & segmentation
How IKEA registered 180,000 new loyalty members in 2 weeks
New store launch profiled customer base in advance
IKEA needed to gain a deep knowledge of local customers before launch of their largest ever store. Targeting and motivating customers to sign up to the Family loyalty scheme would drive early spend in the new store.
Ikano Insight used local data to understand brand awareness, engagement with loyalty schemes and benefits, and media consumption and shopping habits.
An interactive data visualisation dashboard enabled IKEA teams to continuously track results and access insights, to adjust marketing actions in real time.
As a result of highly targeted and segmented communications, based on customer profiles and preferences, over 180,000 people registered with the IKEA Family programme in the first 2 weeks.
You can read the full case study here, or understand more about profiling and segmentation below.
Build target market segments to win more business
Communicate with target customers based on life-stage, demographics, behaviour, preferences and more.
Segmentation is the process of grouping similar individuals together algorithmically.
Using data from multiple sources, Ikano Insight builds your segmented customer marketing database, enabling you to campaign more effectively with customers based on their interests.
Customer and competitor shopping behaviours
Transactional behaviour in-store and online
Lifestage, lifestyle and demographic profiles
Interests, preferences and brand choices
Attitudinal approach and perception
Location and movement behaviour
Book a demo to grow your customer value
If you need to unlock value or add external value to your data, to grow market share or customer spend, then we can help.
Our analysts will chat with you about your objectives and identify the best approach for your business. Just choose a time that suits you.
Frequently asked questions
What is customer segmentation and profiling?
Segmentation is the process of dividing your customer base into distinct groups based on shared characteristics, behaviours, preferences, or other criteria. The goal of customer segmentation solutions is to better understand customers and personalise marketing, products, and services to meet the unique needs and preferences of each group, leading to improved customer satisfaction and more effective marketing efforts.
Profiling involves creating detailed profiles for each customer segment, which include a comprehensive set of attributes, such as demographics (age, gender, location), psychographics (lifestyle, values, interests), purchase history, browsing behaviour, and interactions with the company. Profiling aims to provide a deeper understanding of each segment’s characteristics and motivations, enabling companies to design strategies that resonate with specific customer groups.
Together they optimise marketing performance, raise ROI and ultimately grow customer value.
Why is customer segmentation important?
Customer segmentation helps businesses understand their customers better and target their marketing efforts more efficiently. It allows for personalised communication, product recommendations, and services, leading to improved customer satisfaction and increased sales.
How is customer segmentation carried out?
Customer segmentation involves data collection, analysis, and categorisation. Businesses can use tools like surveys, CRM data, purchase history, and web analytics to gather relevant information. Analytical techniques such as clustering, regression, and decision trees are then used to identify distinct segments.
What is the benefit of personalised marketing through customer segmentation?
Personalised marketing resonates better with customers, leading to higher engagement rates and conversion rates. By tailoring messages and offerings to specific segments, businesses can address the unique needs and preferences of each group, resulting in improved customer loyalty.
Can customer segments change over time?
Yes, customer segments can change due to shifts in consumer behaviour, market trends, or external factors. Regularly reviewing and updating customer segmentation strategies is essential to ensure they remain relevant and effective.
What challenges can businesses face in customer segmentation?
Challenges include obtaining accurate data, avoiding oversimplification, managing large datasets, ensuring privacy compliance, and accurately predicting customer behaviour based on segment characteristics.
How can businesses measure the success of their customer segmentation efforts?
Success can be measured through metrics such as increased sales conversion rates, higher customer retention rates, improved customer satisfaction scores, and more relevant and engaging marketing content.
Useful resources to grow your customer value
Do you need to improve marketing effectiveness?
Customer profiling and segmentation can ensure that your communications are more personalised and better targeted, improving response and purchase behaviour.
If you’d like to know more and discuss your specific requirements, just get in touch here:
