Wal-Mart to Help Manufacturers Target Key Shopper Segments
Wal-Mart endorses Knowledge Networks as the online panel research company to conduct custom studies using the retailer's proprietary Segmentation Lens. Through Knowledge Networks' services, manufacturers selling to Wal-Mart have the ability to understand how the retailer's target segments -- Brand Aspirationals and Price Value and Price Sensitive Affluent shoppers -- respond to strategies and tactics, and thus the opportunity to target key consumers with greater accuracy. These groups will become the backbone of Wal-Mart's customer strategy moving forward; both Wal-Mart and its manufacturer suppliers will grow by looking at every piece of research through the eyes of these key segments. Knowledge Networks has coded its entire online KnowledgePanel according to the Wal-Mart segments, meaning that the segments have already been identified and can be easily studied.