Segmenting and classifying clients is crucial for developing a marketing and sales strategy.
To create the ABC classification of your clients or points of sale it is necessary to carry out an exhaustive study of all dimensions that define them:
- The characteristics of this client: size, sales volume, number of employees, etc.
- Geographic location of the client or point of sale. This determines the features of the area surrounding the client and the sociodemographic composition of the area where they live and/or circulate. This location may or may not favour the sales of the company’s products (for example: a sun cream will sell better in coastal areas, and a product for babies will sell better in areas where there is a larger population of 0-3 year olds) and is therefore essential for classifying the client.
- Analysis of the company’s product portfolio and the definition of the target market for each product. Thanks to the sociodemographic information that Involve contributes to these projects through GeoStatData, we can locate areas where target populations are found.
- Situation in comparison to competition. To improve segmentation it is very important to know the location of competition, their area of operation and their influence, positive or negative, on sales, and consequently, how this affects the classification of a point of sale.
- Current relationship with the client. It is necessary to take into account the relationship with each client, as regardless of their potential, the real effect on them may influence the segment in which they are included. We will analyse commercial visits/impacts on them, sales, loyalty, etc.