Providing bespoke products and data-driven solutions for utilities including, but not limited to, energy, logistics and industrial organisations.
For many years BP has operated with a well-established global segmentation to identify optimal consumer targets and develop strategies, using data collected via an online survey of 1000 customers.
BP NZ wanted to understand if the NZ customer base exhibited the same behaviours illustrated by the global segmentation to ensure they were engaging with Kiwi customers in the most effective and relevant way. Mapping the NZ base to the global segments using transactional information showed that a more in-depth understanding of customer behaviour was needed.
Following this insight, BP NZ commissioned a data-driven behavioural segmentation for targeting, measurement, and strategy. The following information was provided for each customer segment:
The segmentation allowed BP NZ to understand the opportunities and challenges that were relevant to each segment. This informed the way the organisation engaged with AA Smartfuel members (message, channel, tone, frequency) going forward to enhance the relevance of their offers.
The segmentation also created a framework from which BP NZ could deliver campaigns to the AA Smartfuel member base while ensuring resource is focused on the most important activities for each segment and provided a large variable set for each customer, to be used in micro-targeting.