Analysis of buying habits
The consistent orientation of retail companies towards consumer requirements makes precise segmentation an absolute necessity. Companies use surveys, detailed analysis, market research and data from customer loyalty programmes as a basis for this segmentation. Hypermarket chain Real, for example, has pinpointed ten trends for shopping habits, and structures its distribution network accordingly. Take the “Quick cuisine for young people” segment as an example: these consumers prefer quick, convenient food and frozen goods, and are willing to try out innovative products. The target groups of today are far removed from Joe Bloggs.