Brooklyn

March 5-6, 2019

Brooklyn
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How Red Bull Identified Key Shopper Growth Segments to Optimize Need-State-based Behavioral Segments in Retail Across Channels

Red Bull undertook an extensive shopper segmentation project in 2017/2018 that sought to understand shopper behaviors, attitudes, motivations and preferences related to their purchasing of beverages for energy needs in order to identify actionable shopper segments across the retail landscape. Shoppers were profiled on need-states and usage occasions for beverages providing energy and then surveyed in-depth to understand key path-to-purchase behaviors related to store choice, channel preferences and in-store purchase patterns. Segments were identified based on economic potential and capturability. Resulting insights have informed ongoing channel role and strategy initiatives and are being leveraged with retail partners to drive differentiated in-store executions.


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