Excerpt from a press release on how Wal-Mart classifies its customers into 3 segments…
In their first interviews since a management shuffle last month, John Fleming, the new chief merchandising officer, and Stephen Quinn, the new chief marketing officer, said that after a year of intense research, the discount giant is seeing its 200 million customers as belonging to three groups.
There are â€œbrand aspirationalsâ€ (people with low incomes who are obsessed with names like KitchenAid), â€œprice-sensitive affluentsâ€ (wealthier shoppers who love deals), and â€œvalue-price shoppersâ€ (who like low prices and cannot afford much more).
The new categories are significant because for the first time, Wal-Mart thinks it finally understands not just how people shop at its stores, but why they shop the way they do.
I just love BI