Health-based segmentation offers a more insightful view of customers, enabling retailers to better meet their needs.
At its core, segmentation involves dividing a broad consumer base into smaller, more manageable groups based on shared characteristics. Traditional segmentation methods might focus on factors like age, income, or shopping frequency. However, Spoon Guru’s health-based segmentation adds a new dimension by incorporating customers’ dietary habits and health behaviors. By analyzing the health scores of shoppers’ baskets, retailers can create detailed profiles that reflect not just what customers are buying, but how those purchases impact their health.
With consumer preferences becoming more nuanced, health-based segmentation offers even deeper insights into customers’ dietary habits.
Conventional demographic segmentation now expands to include health-conscious consumers who shop with specific dietary restrictions in mind. For example, segmentation could reveal a group of customers who frequently purchase high-sugar snacks alongside healthier options like fresh produce. This insight provides a more nuanced understanding of their buying intent—perhaps they are trying to balance indulgence with healthy choices. Retailers can then tailor their marketing efforts to this segment, offering healthier snack alternatives or promoting recipes that use fresh ingredients to curb those sweet cravings.
Health-based segmentation provides insight into more than just customer demographics; it reveals behavioral trends linked to health-conscious decisions. Insights companies like Dunnhumby, Kantar, and Nielsen can leverage Spoon Guru health and basket scores to create customer segmentations with a health lens, allowing retailers to target their efforts more effectively. This ultimately leads to more meaningful customer engagement and the potential to drive healthier purchasing behaviors at scale.
Getting your customer’s to be loyal to you means offering true personalization.
Consumers will willingly share personal data if they feel the value exchange is beneficial. In fact, 77% of consumers find loyalty rewards and coupons valuable, showing the importance of a tailored, rewarding shopping experience, with 59% of consumers stating they’d pay a premium to shop with their favorite retailer.
Those retailers that get it right are rewarded with not just loyalty but increased customer willingness to pay more for personalized offerings.
Read the full 3-part blog series:
- Decoding Health: The Power of Scoring to Enable Personalized Nutrition
- Unlocking Consumer Insights: The Role of Health-Based Segmentation
- Coming soon – Personalization in Grocery Retail: The Key to Building Customer Loyalty
