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Retail

Case Study: Convenient Customer Segments

How OSG helped a convenience store chain understand the needs and behaviors of its most important customers, thereby implementing segment-specific strategies for growth.

Our client, a convenience store chain in the US, wanted to understand the drivers behind their consumers’ choices, as well as identify their unmet needs. They tasked OSG with a customer segmentation exercise to delve deep into the needs, behaviors, and buying patterns of each segment. Using Dynamo, OSG’s proprietary AI-driven big data analytics platform, we conducted online surveys in six states in the USA and identified eight key consumer segments. Detailed profiling was done for each segment, and opportunities for future growth were identified.

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