Originally published by Quantzig: Optimizing Profitability for a Global F&B Company with Customer Segmentation

Introduction

Our client, a leading global player in plant-based foods and meat substitutes, faced a marketing challenge in the expanding vegan food market. Although their operations spanned 71 countries, they struggled to attract online customers due to a lack of highly differentiated customer segments. The need for refined targeting and tailored marketing strategies led them to seek our expertise in customer segmentation.

Client Background

Established over a decade ago in the United States, our client operates in various channels, including online, grocery, mass merchandisers, natural retailers, restaurants, outlets, and schools. With a presence in 71 countries and plans to expand to over 80 in the next five years, understanding and engaging with diverse customer segments became imperative for sustained success.

Challenges Faced

While the client's expansion was on track, they lacked distinct customer segments, hindering effective online marketing. A generic approach to the vegan customer base was limiting their ability to create targeted strategies, predict future business value, and optimise sales.

Quantzig's Approach

Our four-step customer segmentation strategy aimed to overcome these challenges:

1. Database Analysis: We integrated and synthesised customer data from multiple sources, identifying clusters of similar behaviour to create segments.

2. In-Depth Segmentations: We moved beyond a priori classification, creating profiles based on needs, values, purchasing patterns, goals, and touchpoint engagement.

3. Aligning Strategies: We helped the client integrate these segments into their existing processes, strategies, and activities.

4. Future Strategies: Data visualisations provided insights for accurate, data-driven marketing and expansion strategies.

Business Impact

Over four months, the results were remarkable:

- 8% reduction in customer churn

- 17% increase in customer engagement

- 9% increase in Marketing Return on Investment (MROI)

- 11% reduction in marketing spending

- Accurate customer lifetime value analysis

- Data-driven expansion strategy

Client Feedback

Quantzig's customer segmentation strategy led to a significant improvement in marketing strategies, targeting the right customers and resulting in increased engagement and reduced unnecessary marketing spends. Our specialists demonstrated professionalism, ensuring seamless processes before project completion.

Why Choose Quantzig's Customer Analytics Solutions?

Quantzig, a pioneer in advanced analytics and business intelligence, transforms complex, unstructured data into actionable insights. With over 16 years of experience, we've delivered 1500 in-depth solutions across various industries. Our customer analytics solutions aim to drive continuous business excellence for food and beverage organisations by harnessing maximum insights from continuous information influx.

Contact us for tailored solutions