A novel customer segmentation framework for china's supermarkets
With the increasingly intense competition, China' s supermarket retailers call for a complete, stable and practical customer segmentation approach to utilize consumer data so as to effectively customize the firm's marketing efforts and targets. We propose a novel three-step segmentation framework to reveal the consumer's demographics, behavioral, psychological characteristics in supermarket shopping, which is theoretically validated and verified through a real China supermarket case. This approach is also applicable to other retail sectors and even other consumer-oriented industries.