Customer Segment

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A Customer Segment is a segment of customers.



    • QUOTE: Concept drivers: the concept driver for convenience stores may be derived from two key sources. The first is a defined customer segment, such as truck drivers or the third age. The second is a leading consumer trend, such as the growing importance of personal health, limited leisure time, obliging consumption of services and products on the go, etc. The findings in our case suggested that a concept driver based on one particular customer segment could keep other audiences away from the chain‘s stores, while a concept driver based on a consumer trend would appeal to a wider audience and demonstrate that the chain has its finger on the pulse of customer needs.