A brand cannot consider its customer base as a uniform mass that can be treated in a monolythic way.

On the other hand, we understood that it is difficult and costly to act “one on one”.

Segmentation is a satisfactory and cost saving intermediary solution. It lets you group your customers into segments that are sufficiently homogenous that your marketing strategy captures them with a vision each one within the segments. Operational actions can then evolve from that.


BVA accents the   operational aspect of these segmentations at three levels:

  • Co-creation, which involves the choice of the segmentation (often based on a typology technique) by criteria such as the “speaking” side of groups in which the various actors must visualize actual situations.
  • The description and designation of the types, which allow each one to envisage strategic approaches for each segment (a quick sketch that allows each one to instill the specific qualities of each segment).
  • The possibility of completing all of the customer data bases in the segment each customer most probably belongs to (data expanding technique), which effectively allows us to make it an operational tool (direct marketing activity differentiated according to the segment, for example).


A segmentation, however interesting it may be, must be sent to the dead letter box if it is not “alive” internally. It is therefore very important to properly prepare the field before beginning a segmentation, since the final users will have something to say during the entire process. It happens in the co-creation by each one involved in building the tool and which will then become a key tool for thinking as well as action.


Groupe BVA