Dove Warehouse

Creating and increasing customer stickiness is a journey that often begins with effective segmentation.

Take the ubiquitous coffee - there's immense variety displayed at the retail end. From roast to ground to instant; pre-mixed; mild, rich; white coffee; plus ginseng etc. It's confusing!

We are staring at segmentation challenges! But why do we drink coffee? What purpose does it serve? Therein lies the opportunity for segmentation.

Here are some ideas, and options: 1. Coffee is a powerful social catalyst. 2. Helps fill-up that empty space while we are alone. 3. A friend to reach for through-out the day (that cuppa better be within hand's reach!). 4. A whiff of that aroma and cautious sip just to jump-start the day, everyday! 5. Take a break - with coffee that is!