Retail Customer Segmentation

Transactional Data Analysis (Jan 2024 - Dec 2024)

370 Total Transactions Analyzed
Final Recommendation

Primary Target: Customer "Lisa"

Lisa represents the highest volume ceiling (52.5% of total units) and demonstrates evolving, high-LTV life-stage behavior (Fitness → Prenatal → Wellness). Her purchase of high-velocity consumables across 34 distinct SKUs makes her the ideal candidate for subscription models and cross-selling campaigns.

454
Units Purchased

Active Segments

5

Total Units Sold

865

Lisa's SKU Diversity

34 items

John's SKU Diversity

14 items

Total Volume Share

Comparison of total units purchased by segment

Category Elasticity (Unique SKUs)

Number of distinct products purchased per customer

Lisa's Basket: Health & Wellness

High-velocity, recurring consumable goods

Strategy: Implement Subscribe-and-Save for teas and supplements.

John's Basket: DIY & Home

Durable goods and project-based purchasing

Strategy: Low-touch, automated bundle promotions (Tools + Paint).

Segment Profiles & Targeting Action Plan

Segment Persona Units Sold Transactions Purchase Behavior Recommended Action
Lisa (Health/Wellness) Primary Target 454 177 Recurring consumables (teas, supplements). Evolving life-stage (Fitness to Maternity). Dedicate 70% marketing focus. Create subscription bundles and milestone cross-sells.
John (DIY/Home) Cash Cow 401 186 Complementary home renovation items. Highly predictable basket. Dedicate 25% focus. Use automated retention workflows (hardware + finishing supplies).
Brian (Professional) 5 3 Low frequency, workwear essentials. Retargeting/Seasonal (Niche)
Michael (Leisure) 3 2 Gifting and outdoor gear. Retargeting/Seasonal (Niche)
Ben (Casual) 2 2 Board games, one-off purchases. Retargeting/Seasonal (Niche)