Brands could try to segment ecommerce shoppers on attitudes instead of values

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 09, 2019, 8:46 AM UTC

Journal of Advertising Research (JAR) analysed survey-based data of 3,219 customers of European online clothing retailer. 

A research conducted by JAR, which also factored in self-reported and behavioural insights, analysed data of a European online clothing retailer. The study considered “human values”, “fashion attitudes”, and “online shopping attitudes” as segmentation bases.

The hypothesis that attitude-based segmentation bases would stand out in responsiveness and purchases was proven true by the study. Clicks secured for “fashion-attitude segments” on search marketing were found to be 36.4% over the average.

For the “online shopping attitudes” segment, this was 39.2%. The study shared that “This finding underlines the importance of choosing the most appropriate domain of attitudes, because several domains are possible for a given research context.”

Read the original article

[2 minute read]