Investing in marketing campaigns is a great step towards capturing the attention of Fresh Direct customers. For the marketing campaign to be successful, customer segmenting is necessary. As the Fresh Direct analyst, I will give recommendations of which customer segments should be selected in the marketing campaign and also give reasons why the customer segments should be selected.
The Fresh Direct finance team should consider selecting females as the customer segment. Female customers have the highest percentage of customers in Fresh Direct. Notably, the percentage of females who frequently visit the site or even order from Fresh Direct is at 76%. Involving females as the customer segment would save the financial team from running the marketing campaign to uninterested customers. Identifying females as the ideal customer segment would also help in raising sales as more females will have knowledge on the food being offered. Additionally, selecting females as the customer segment would help Fresh Direct to sell its foods to more families.
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The Fresh Direct finance team should consider selecting high income people as the customer segment for the marketing campaign. Most of the customers from Fresh Direct are high income people with an average of at least 125 dollars. Clearly, Fresh Direct deals with expensive foods and that’s probably one of the reasons why high income people are attracted to the online shop. Targeting on high income people would ensure that the marketing campaign attracts more high income people who were probably not aware of the Fresh Direct online shop.