The client was a raw ingredients supplier, whose trade team was working with a customer classification that was too simplistic and which did not show future opportunities.
The client was building their business on a classification tool that emphasised the format and location of their customer’s business, rather than their deeper commercial motivations, aspirations and needs.
We were asked to cut through the crust of our client’s historic segmentation and find fresh opportunities for growth and efficiencies. We delivered a needs-based customer segmentation focused on growth ambitions which qualified what their customers and prospects really wanted from their supplier partner. We then validated it with quant research and brought segments to life in stakeholder workshops.
260 small business customers (e.g. bakeries)
5 customer segments
“We have found it really competitive with supermarkets pushing in-store bakery....the challenge is how we get more out of what we are currently doing“ B2B customer