Using Consumer Clusters To Ramp Up ROI

Identifying buying behaviors to drive sales

Editor’s note: this is part two of a series.

For simplicity’s sake, let’s assume you have six products with only one size of each, but as a next step
you should really understand where your sales would come from.

Let’s examine this hypothetical example:



Source of Sales

The figure below expresses this data in a chart.

Pie Chart

As the pie chart shows, the restaurant chain captures sales of fairly diverse products by a variety of
customer types: 20 percent of your revenues come from green salads, 20 percent from smoothies and 22
percent from double burgers.

As a next step let’s take a look at those consumers. A traditional strategy might look at customers in a
block of “Adults 16-45” or something similar. However a core strategy would seek to understand the true
consumer breakdown.

Marcelo Salup
Marcelo Salup
Marcelo Salup's 30+ years career in advertising covers a wide range of everything. A wide range of roles -he began his career on the creative side, won 2 Addies, changed to media, included strategic planning and consumer insight and has been an agency owner several times. A wide range of venues: Spain, Latin America, International and the U.S.  A wide range of clients that go from automotive through banking, electronics, fast food, soft drinks and much more. His professional philosophy can be summed up in four words: “Only performance is real”. Today, he runs a successful strategic planning consulting,  Website

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