Customer Proposition

Having identified your target customers, this could be one or more segments, you are looking to build up a proposition(s) that either suits one or more of the groups. If you look at your segments and their characteristics, from a market point of view, there are likely to be a number to a few that over lap. Where this occurs you can start to group some of the segments.

If you already have an ecommerce site then this stage of the segmentation can be slightly easier than just from a retail channel. Internet sites provide such a wealth of information that are key in delivering targeted products and services. If you are just using Google Analytics to track customers it can be a bit trickier.

Look to build a proposition that suits each of your segments this will include the product and the promotional structure offered to the groups. With an eCommerce site this will be the products offered in a particular category and the cross sells that are offered along side a particular product. Today's sites should allow the site to be tuned to individual customer requirements -including the home page, order of products on the category page and the recommendations to customers on the product page.