Retailers that market to the great middle ground of their shopper base believe they appeal to a maximum number of targets and maximize results. By segmenting, however, stores can sharpen their offers to particular groups of shoppers.
To court high- or low-income shoppers, for example, retailers can use insights contained within the National Grocers Association 2010 Consumer Survey Report to better understand their expectations of food stores, which they feel strongly about.
Here’s a sampler of key points:
HIGH-INCOME SHOPPERS/$105,001 or more annually