Segmentation – eCommerce
October 2010Problem:
In October 2010 an Australian company commissioned CoreData to conduct market research to gauge responses to their eServices update proposal.
The research’s primary focus was to test specific customer value propositions in order to assess possible market demand for their Shopping Navigator and International Shopping Portal tools as part of their eCommerce services.
Identifying primary customer segment characteristics and current online shopping trends helped better understand the online purchase processes, barriers and experiences which affect the likely success of this company’s service propositions.
Methodology:
A total of 725 ‘Digital consumer’ respondents in Australia were polled online with a survey from October 12 to October 20 2010. Segmented by online behaviour and shopping preferences using cluster analysis, respondents were tech-savvy younger ‘Early adopters’, slightly older ‘Mainstream digital users’ who prefer convenient online services, ‘Indifferent’ older users requiring good reason to adopt online services and those with ‘Preference for offline’, the oldest segment uneasy with computers who rarely purchase online.