Final Customer Purchasing from an Intermediary of the Product
Use Steps: Use steps include all the Final customer’s activities to find the appropriate product category at the Intermediary, to choose among the alternatives to the product and to take delivery of the product.
B. Needs to avoid sources of anxiety
2. Limitations set by time: Segment customers according to the causes of the limitations set by time.
Delays related to location: Identify characteristics related to the location of purchase or use that separate one group of customers from others
Distance from the company, from the product, from competition or from some other preferred location.
Distance from company or product
Customers in retail establishments
Segments visiting grocery stores
|1||5411||1999||When Loblaw opened its latest 80,000-square-foot grocery superstore in Toronto, it came complete with a 7,000-square-foot GoodLife Fitness Club. Ancillary services such as this largely account for Loblaw's unusual market dominance.|
|2||5411||2002||7-Eleven, which currently has traditional cash machines in some 5,300 stores across the country, is going after consumers who don't have credit cards or bank accounts. The convenience-store chain is currently testing a new machine that will cash checks and transfer money, and later possibly allow consumers to order event tickets, scan the weather or lottery results, get travel directions, or shop online.|
|3||5943||2005||As part of a test, Staples is selling office supplies in nearly 20 Kroger-owned supermarkets in two states. It also sells the supplies in 60 of Royal Ahold's Stop & Shop stores in 10 states. It's part of Staples' push to make it easier for consumers to buy office supplies. Offering Staples' goods in supermarkets presents an opportunity to sell to people who don't shop in office supply stores. Results have been so positive that Staples announced that in July it will roll out the program in all 550 Stop & Shop and Giant Landover stores.|
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