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Customer Segments of Woolworths

   

Added on  2021-06-15

15 Pages3190 Words2403 Views
Running head: CEM OF WOOLWORTH’S CEM OF WOOLWORTH’SName of the Student:Name of the University:Author Note:

1CEM OF WOOLWORTH’S Table of ContentsIntroducing Woolworth’s:...............................................................................................................1Identification of three customer segments of Woolworths:.............................................................1Demographic segmentation:........................................................................................................1Socioeconomic:............................................................................................................................2Geographic segmentation:...........................................................................................................2Customer experience maps with business value proposition:.........................................................3Voice of customer and customer feedback while forming experience strategies:...........................5IDIC Model towards achieving loyal customer relationship:..........................................................5Current sales of Woolworth’s challenges and opportunities:..........................................................6Recommended customer experience strategy towards intended brand perception:........................7Measurement and evaluation of customer experience:....................................................................7Proposal for improved services offering and best CEM concepts:..................................................8Steps towards forming customer centric organization:...................................................................9Conclusion:....................................................................................................................................10

2CEM OF WOOLWORTH’S Introducing Woolworth’s:Woolworths Supermarkets is an Australian chain of supermarkets with its headquarters inBella Vista, New South Wales, Australia. The product line of the super market consists of fruits,vegetables, meat products, bakery, pantry, freezer, drinks, liquor, pet items, products for babies,health and beauty items and household products. The supermarket is a subsidiary of WoolworthsLimited which is listed on the Australian Stock Exchange (woolworthsgroup.com.au, 2018). Thecompany seeks to achieve high level customer satisfaction by providing the customers both localand international products. The retail chain acquires local products like dairy products and winefrom the farmers in Australia and encourage their revenue generation, thus encouragingsustainability among the local groups. Woolworths provides discounts and rewards points to itscustomers on purchasing products from it to enhance their positive purchase experience. Themain competitors of Woolworths are other supermarket chains like Coles. The aim of the paperis to study the aspect of positive customer experience creation and management takingWoolworths as the example.Identification of three customer segments of Woolworths:Woolworths uses three approaches to segment its markets namely, demographicsegmentation, socioeconomic segmentation and geographic segmentation. Demographic segmentation:The demographic segments which Woolworths serves consists of customers of differentages, genders and races. The main customers consuming products of Woolworths consist ofyoung and middle aged customers. However, since the supermarket chain has a separate babyproduct section, the customer segments it serves also consists of babies. As far as gender is

3CEM OF WOOLWORTH’S concerned, the supermarket sells products both for men and women. The shoppers atWoolworth’s stores can be from diverse races like native Australians, Asian, Europeans andAmericans. Again, the Woolworths offer special products for festivals like Ramzan whichappeals to the Muslim customers. The appropriate customer persona type applicable fordemographic segmentation is decisive persona because their decisions change dynamically(Holland & Ramanathan, 2016). Socioeconomic:The customers of Woolworth’s can be segmented on the basis of income, occupation,education and social classes. The supermarket sells both organic food products which areexpensive and ordinary food products. Thus, the supermarket serves both upper and middle classcustomers. The supermarket sells a variety of products like energy bars and yoghurt which canbe consumed both by students and professionals which reflect their busy lifestyles (Du Plessis &De Vries, 2016).. Woolworths sells products like fat free food items and liquors, which require alot knowledge from the purchaser. This shows that the supermarket chain segments its customerson the basis of their education and knowledge levels. The ideal customer persona type in thiscase is collaborative. This is because customers always buy products which represent theirsocioeconomic conditions like rich and educated customers would prefer buyingsophisticated liquor products and generally collaborate with the sales person to enhancetheir purchase experiences. Hence they are known as collaborative customers (Lemon &Verhoef, 2016).Geographic segmentation:As far as geographical segmentation is concerned, Woolworths is present in several inAustralia and Tasmania. The supermarket chain however has weak international presence unlike

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