The behavioral segmentation It is the process of organizing and grouping the market based on the performance of consumers at the time of purchase. It is carried out taking into account the needs and desires of customers, depending on the behavior they show.
The main intention is to understand the different habits of purchase, consumption and use that consumers have, to be used by companies in order to retain their brands and products, encouraging their purchase and making them compete with solidity in market.
Marketing currently uses various means to reach the customer. In email campaigns, all the information provided by segmentation is crucial, since it allows targeted messages related to their behavior to reach the consumer.
The importance of behavioral market segmentation lies in that it allows the company to define which product to market and to whom to direct it, considering the characteristics of both the article and the sector to which it would be destined..
Article index
- It can be used by any company, regardless of its stage, focusing marketing efforts on the behavior of customers towards the product under investigation..
- It is carried out by organizations based mainly on consumer purchasing patterns.
- It allows to identify consumers with similar behaviors, making it easier for the company to focus on the development and attention of these.
- Uses historical consumer behavior patterns to predict and influence future buyer outcomes.
- It is personalized, since it establishes specific provisions for each group of clients, with the intention of allowing them to advance effectively towards the achievement of the objectives..
- A close relationship can be established between the performance of each behavioral segment and the proposed objectives.
- Each behavioral segment must be quantifiable, accessible, heterogeneous and on which action can be taken. Strategies are used to create a customer base that is loyal to the brand.
- It allows prioritizing decision-making regarding the allocation of time, budget and resources, trying to achieve the greatest possible commercial impact.
Behavioral segmentation is dynamic and changing, it is always evolving because customer profiles are constantly changing. In addition, the groups resulting from this process must have future growth, in order not to remain stagnant in time..
The behaviors of each segment need to be evaluated periodically, because customer behavior is changing due to the influence of factors such as time, location, economic moment, among others..
It consists of identifying trends in customer behavior during the existing process to make a purchase decision, including its complexity, barriers and difficulties..
When a customer investigates a product, he identifies aspects such as its price, features, and durability. The attribute that you consider priority over the others becomes a motivating factor that determines the decision to purchase that item.
The use of products or services is another common way to segment customers by their behavior. In this case, it is done according to the frequency in which a customer buys or interacts with a product or service..
It refers to the purchases of products associated with events of a universal nature, such as holidays, Christmas and the start of classes. It also includes those of a personal nature, such as weddings, birthdays, anniversaries, among others..
Consumer behaviors can be an accurate and reliable source to measure their satisfaction, especially with data that can be captured and updated in real time and at every stage of the customer's purchase process..
Through behavioral data, consumers can be segmented by their level of loyalty. This helps the company identify its most loyal customers, understand their needs, and plan strategies to make sure they are being met..
This is an instrument to provide individualized options, taking into consideration the personal and professional interests of each client. In this way, they will stay interested in the product..
If a customer has positive experiences with a brand, they will be willing to interact with it more frequently and spend more time engaging with it.
Knowing how often a customer uses a product or service can help the company plan novel marketing initiatives. marketing, thus providing each individual with an offer that encourages them to carry out further negotiations.
Hallmark cards are designed for any type of event. The main orientation of the seal was that, on any occasion, the customer would find the correct type of card; so you can have the perfect option to express yourself.
The Colgate and Sensodyne companies have competing products. In this way, they capture people with gum sensitivity with different alternatives..
The customer looks in this article for flavor attributes, to help minimize sensitivity and cost. Thus, the attribute that it takes over the others will be the one that determines the purchase of one or the other..
This factor should be considered by the company, so it can enhance its product and achieve market leadership..
The best examples of companies that practice this segmentation belong to the hotel industry, airlines, restaurants, among others..
An example is the Copa Airlines company. This airline offers excellent services and has a traveling miles program that benefits its most loyal customers..
When a company strives to provide the best experience for its customers, it creates brand loyalty; therefore, loyal Copa customers will fly with the airline whenever they need it.
Skin care products target their consumers by offering large packages for users in the heavy-use category, while offering small packages for those in the lower-consumption category..
Another example is the LG Electronics company. This company markets its products offering the biggest discounts to the biggest buyer. You can offer a 5% discount on a TV and 15% discount on the purchase of an air conditioner.
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