16 possible actions on each customer segment

The objective of a segmentation exercise is to take targetted action on each segment which would seek to alter behavior of shoppers in a desired direction. Here are 16 possible segment specific actions one can take

1) Waiving of loyalty renewal fees for active customers
2) Selective preview / samples of newly launched products
3) Invitations to specific launch events for valueable
4) Product recommendations based on past purchase behavior and segment to which the customer belongs to
5) Temporary price reductions on selected products to “valuable vulnerable” segment. Loyalty card holders who’s basket value is high but have not shopped off late
6) Bundle certain products together
7) Adapt the core product
8) Customize the product without modifying the core
9) Reconfigure the services you offer with the product
10) Modify the channels you use to go to market
11) Modify the pricing approach for the product
12) Modify the customer service levels you offer
13) Alter perceptions about you or your competitor’s product
14) Alter importance weights that customers attach to the various benefits
15) Make important benefits “table stakes”
16) Call attention to neglected or new dimensions