Lee Valley Segmentation:

Gardening

Introduction

Background
Lee Valley——a family-owned business which has been providing customers of woodworking and gardening tools since 1978.Their reputation is based on three principles: 1. Customer satisfaction: Any product may be returned within 3 months and no cost to the customer (for shipments within North America, they will refund your return parcel post costs). 2. Integrity: Product descriptions are matched with the product——even if the product is roughly made, they will give you accurate descriptions. 3. Treat the customer like a friend.

“About one third of their total sales volume is in products of their own design. The vast majority
However, there is a decline of internet shopping between the ages 64-72, accounting to 56%, and 47% of online users between the age 73 and older.

Targeting

|Segment 1 |Segment 2 |Segment 3 |Segment 4 |Segment 5 |Segment 6 | |Order Frequency/year |≥2.5 |≥2.5 |＜2.5 |＜2.5 |＜2.5 |＜2.5 | |Demographic |35-55 years
Married
Homeowners
High education
High income |35-55 years
Married
Female
Homeowners
College education and lower
Medium income |56-65 years
Homeowners
High education
High income |56-65 years
Married
Homeowners
College education and lower
Medium income |66 years and up
Homeowners
High education
High income |66 years and up
Homeowners
College education and lower
Medium income | |Lifestyle |Environmental friendly |Family is the center of interest |Freedom and relaxation seeker |Living a simple and frugal life |Retired, enjoy life |Retired, living a peaceful and simple life | |Online shopping frequency |High |High |Medium |Medium |Medium |Low | |Behavioral |Early adopters
Regular user |Early adopters
Regular user |Early adopters
Potential user |Late majority
Potential user |Late majority
Ex-user |Late majority
Ex-user | |Geographic |Urban countries |Urban countries |Urban countries |Urban countries |Urban countries |Urban countries | | According to the data, different kinds of customer segmentations are considered as follows:
In order to increase the total sales by 2.5% in the next