14Aug

Customer Profiling in Loyalty

There are three customer profiling methods that can be utilised to segment and form a profile of your customer. Talk to us to understand how we can help you use these approaches in your loyalty programme.

Psychographic Approach

A classic approach to split customers into defined market segments.

  • Lifestyle and demographics - factors such as age, location and gender
  • Activities, interests and opinions - what customers like and enjoy verse not
  • Values, attitudes and social class - factors such as social class, attitude to spending money, where and in what they place value

Customer Typology

  • Loyal customer - your brand advocates, the people that want to shout about you , your top VIPs.
  • Discount customer - they are influenced by discounts and may only purchase if the product is discounted.
  • Impulsive customer - more emotional-driven purchasing without specific purpose.
  • Need-based customer - they have a necessity for the product, they know what they want but they will come and go quickly

Customer Characteristics Approach

  • Connectivity-driven - the customer has an emotional stake in the company and wants to feel part of a community with likeminded people.
  • Personalisation-driven - they want a product personalised to their exact needs and may be influenced by its look or service
  • Convenience-driven - the quickest and easiest way to purchase the product determines their buying decision

About the Author

Laura Lloyd

Laura Lloyd

Laura’s goal is to develop partnerships with clients, seeking to understand their challenges in order to provide creative, value add solutions. Laura always seeks to provide a 'no challenge is too big, no problem is too small' attitude and aims to always exceed expectations.

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