The Customer Pyramid Powerpoint

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The Customer Pyramid Powerpoint

  1. 1. The Customer Pyramid<br />Lisa Berzett<br />
  2. 2. Customer Pyramid<br />
  3. 3. Platinum Segment Characteristics<br />Typically, the platinum segment consists of the most loyal customers. <br />These customers aren’t overly concerned with product price. <br />These customers are concerned with value and quality of the merchandise they purchase. <br />They also are the heaviest users of the products. <br />These customers are the most likely to invest in and try new products. <br />
  4. 4. Platinum Segment<br />Most businesses keep their platinum customers by offering incentive programs. <br />Store specific credit cards<br />Discounts based on the amount of spending<br />Frequent shopper programs<br />Special customer services<br />
  5. 5. Gold Segment Characteristics<br />The gold segment differs from the Platinum segment because most gold segment customers are more price sensitive.<br />Gold segment customers don’t purchase as much as platinum segment customers. <br />Gold segment customers aren’t as loyal to one retailer and will go to competitors if the price is right. <br />
  6. 6. Gold Segment <br />Retailers that would like to turn gold segment customers into platinum segment customer have a couple of different options. <br />Frequent shopper programs<br />Return customer discounts<br />Price matching<br />
  7. 7. Iron Segment Characteristics <br />Iron segment customers most likely are not loyal to any one retail business. <br />These customers are very price conscious and will shop many places to get the best price. <br />These customers are not likely to spend much at any one store. <br />Iron segment customers don’t deserve any special treatment because of the small amount of business they provide to a single retail business. <br />
  8. 8. Iron Segment<br />Turning an iron segment customer into a gold segment customer is very difficult. <br />Some ways that this might be accomplished include the following:<br />Price matching<br />Sales on specific merchandise<br />Advertising<br />Comparable merchandise at discount prices<br />
  9. 9. Lead Segment Characteristics<br />Lead segment customer are the “problem” customers. <br />These customers are the most likely to actually cost a business money by being customers.<br />Lead segment customers demand a lot of attention for very little spending. <br />In this segment, abuse of return privileges are very common. <br />
  10. 10. Lead Segment<br />The lead segment has been a nuisance to retail businesses for years. Because of this many retailers have implemented different programs to dissuade the lead segment customers. <br />Tighter return policies<br />Associates who have specifically been trained to deal with these “problem” customers<br />Charging for services that most lead segment customers are abusing. <br />

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