Loyalty One

Shopper-centric insights pinpoint the true sources of potential sales growth

Business Challenge
A high-profile department store chain faced a serious problem. Annual sales growth, hovering at around 3%, was on par with industry benchmarks. However, shopper-based analysis revealed that the strongest results were not sustainable, as they were heavily skewed toward an older demographic. Sales performance among mature families and post-family segments was significantly higher than industry norms, while the growth rate for young adults and those just starting families – higher-potential segments – were well below the market.