Shopper Marketing and Customer Experience Management

we believe it takes an inspiring story to make people buy

segmentation at a computer and laptop Brand Store

What is the shopper journey in purchase of a laptop/computer?

STEP 1 – Realize the need for purchase
STEP 2 – Add brands to the consideration set
STEP 3 – Evaluate brands and products by benefit and price

And the discipline of Shopper Marketing believes in easing the shopping process
for the customers inside our store.

Yet we go ahead and display by product type and that has nothing to do with what the shopper is looking for i.e. benefits. Manufacturer segmentations are not the same as shopper segmentations. Why would a customer who has come to buy a laptop want to know how you segment your product? They have crossed STEP 1 and 2 and are here to evaluate brands/products basis other things like benefits and price.

What kind of segmentation do you see in the store?

  • Computers for business
  • Machines for personal use
  • Machines for small office use
  • New technology section

And I wonder what makes the manufacturer believe that I may not want everything in 1? “Why will I not buy a machine with the most recent technology for my business and also use it to watch a movie/youtube videos?”

BUYSTORIES has the ideal strategy for store segmentation at an HP, Dell or an Acer store. writetous@thebuystories.com

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