Quantzig, a global data analytics and advisory firm, that delivers actionable analytics solutions to resolve complex business problems has announced the completion of it’s latest customer segmentation engagement for a fast-food brand. This success story analyzes the factors that enabled the client to enhance personalization across all channels and achieve a better understanding of customers.
Despite the weakening global economy and growing awareness of health risks, the fast food industry has managed to flourish. The rise in globalization and urbanization has hugely impacted the lifestyle of the consumers as they are heavily reliant on healthy fast food restaurants for quick and easy meal options.. An upsurge in population and the subsequent urbanization are important in terms of market growth as it would give fast food restaurants the scope for growth and market expansion.
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The Business Challenge
The client, a fast food brand based out of the United States, was looking to gain a detailed understanding of the different consumer personas to ramp up their marketing initiatives. Also, the client wanted to leverage customer segmentation analytics to better understand consumer preferences with regards to their offerings. The client faced challenges that spanned three core areas including:
- Inability to identify market segments with the greatest profit potential
- Lack of analytical capabilities to distinguish market segments based on their interest in value-added services
- Inability to understand different customer personas
“A powerful customer segmentation strategy is a fundamental aspect that helps build strong marketing initiatives for products and services,” says a customer analytics expert from Quantzig.
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The Solution Offered & Value Delivered
The client collaborated with Quantzig to better understand the importance of customer segmentation in analyzing consumer behavior and preferences with regards to their product portfolio. Quantzig’s customer segmentation engagement empowered the fast food brand to:
- Analyze the underlying factors influencing the client’s market growth
- Prioritize product development initiatives
- Devise personalized marketing strategies for each target market
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Quantzig’s customer segmentation engagement offered predictive insights on:
- Identifying profitable segments based on customer needs, behaviors, and demographics
- Devising suitable strategies to categorize customers into homogenous segments
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