Retail Blink Series: Building Winning Customer Segments

About Retail Blinks

Retail Blinks is a series of short, simple and practical insights and guidelines for retailers and manufacturers on how to improve business performances with data.

How to Create a Winning Customer Segment

Many countries are sadly in a dire situation.

Bringing back shoppers to (physical or digital) stores is critical during the lockdown as well as after the lockdown.

Because each customer is different, your CRM tool needs to help you build offers tailored to their different behaviours.

Here are some ideas on how to use your CRM to create a winning customer segment-product fit:

Customer Segment Selection

Of course, customer selection must be consistent with the expected objective.

For example:
‣ Basket variation-based segmentation
‣ Frequency variation-based segmentation
‣ Category share of wallet-based segmentation

Your CRM will tell you the financial weight of each segment so you can select.

Category Fit

For your selected segment, let your CRM analyze its customers behaviours and tell you which categories will be best to be promoted.

For example:
‣ Penetration based ranking
‣ Share of wallet-based ranking

Product Fit

For your selected category, ask your CRM to give you at least 2 options:

‍‣ Product penetration-based selection
‣ Past promotion shares of wallet-based selection

Your CRM should give you the sales forecasts so you can optimize your choice.

All this can be easily done inUlys CRM

Ulys CRM is a Customer behaviours Analytics platform designed by retailers for retailers.

Find out more in our Free Retail Knowledge Base!
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We help retail players continuously improve Shoppers’ Engagement.

The value we help you create

Ranges Performance

From constantly changing prices, availability issues to continuously growing competition, we help teams take the right decision to develop winning category strategies

Promotions Impact

Promotion history, campaign analytics & promotion planning help teams deliver stronger promotions ROI

Shoppers Engagement

We connect shoppers & loyalty data to help Insights & Category Management Teams build compelling shoppers’ strategies

Teams Onboarding

User friendly interface, interactive charts and tables create an intuitive & interactive platform that teams love

Suppliers Collaboration

Internally with your own teams or externally with business partners, share insights and recommendations to establish a common language while maintaining your own segmentation

Data Management

Whatever your data format, granularity level or source, deliver a seamless access to insights & recommendations with automated data ingestion, structuring & cleansing processes


Hypertrade is a retail tech company in Category Management and Shopper Behaviors Analytics. Manufacturers use our platform to manage their multi-retailer data sets and to automate their category management and sales analytics. Retailers use our platform to improve their Commercial offering, collaborate with their suppliers and Engage their Shoppers. Building on Sales, POS & Loyalty data, some of the things we fully automate are:

• Brand& Category Score card
• Brand automatic Diagnostics
• Range Optimization
• Promotion Planning & Forecasting
• Shoppers baskets analysis

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