Graystone Strategy

Skip to content
  • Home
  • About Us
  • Our Team
  • Services
    • Consultancy
      • Business Strategy
      • Retail Consultancy
      • MVNO Consultancy
      • Operator and Regulator Strategy
      • MVNE & Operator Engagement
      • MVNO Training Workshop
      • MVNO Wholesale Benchmarking
    • Marketing
      • Marketing Strategy
      • Customer Experience
      • Proposition Development
      • Communications Strategy
      • PR and Content Marketing
    • Research and Analysis
      • Data Analytics
      • Research and Segmentation
      • Market and Competitor Analysis
      • Specialist B2B Research
    • Training & Development
      • Virtual Team
      • Training and Development
      • Team Effectiveness
  • Case Studies
  • What’s New
    • Blog
    • In the news
    • From our clients
    • White Papers
  • Contact Us

About UK Supermarket

One of the UK's leading supermarkets serving over 20m customers every week in over 500 stores nationwide who also offer a range of additional services including owning a value based virtual mobile network, credits cards and financial services. When they wanted a detailed segmentation of their customers and assistance in developing targeted propositions for their most important customer segments they engaged Graystone Strategy.

The Business Challenge

As part of an overall strategy review the client needed to understand more about their customers than the simple transactional data that they had in their retail systems. As their low cost credentials were being challenged by discounters they had to improve their proposition and customer promise moving away from simply lowest price to a more customer targeted value offer.

As their MVNO customers offered richer sources of data the telecoms business engaged Graystone Strategy to build a customer segmentation that would allow them to understand who shopped in their stores, who used their mobile offering and what was important to each of these customer segments.

Our Solution

Graystone took our customer segmentation and licensed it to the supermarket. We then worked closely with the stakeholders to define the important information that they needed to drive customer insight and change within their business.

Through extensive research and drilling into available customer data we were able to build a bespoke segmentation for the telecoms business that could be easily used throughout the supermarket categories.

Each segment had clearly defined attributes that could be used to target those customers, we were able to build metrics around customer spend, shopping behaviour, preferred channel and the best media to use to target those customers.

Using this information we also ran a propositions workshop with internal stakeholders to define some of the most appealing propositions for each segment.

Finally we delivered all the findings and a segmentation "book" to each stakeholder to allow them to take this new segmented thinking to their wider business.

Outcomes

The client has already started to brief their media agencies and marketing planning teams on this new segmented approach and it has also proven valuable when discussing access to certain customers with strategic suppliers.

Post navigation

← The People’s Operator Dixons Carphone →

Case Studies

  • VADSA
  • MDS Global
  • Three Wholesale – Superdrug Mobile
  • Kenyan Network Operator
  • Apple Premium Re-seller
  • Three Wholesale – Marketing and Strategy
  • Cocoon
  • Privately
  • iD
  • Dixons Carphone
  • UK Supermarket
  • The People’s Operator
  • Sovereign Global
  • Yatango
  • Home
  • About Us
  • Our Team
  • Services
  • Case Studies
  • What’s New
  • Contact Us

Copyright 2017
Graystone Strategy Ltd. All rights reserved.