Summary

Are you really reaching your many consumer segments or are you leaving money on the table? L.E.K. Consulting shows how you can probe beneath shallow customer profiles to identify hidden opportunities that can generate additional revenue.

L.E.K.’s report outlines the four steps to identifying your key customer segments, evaluating the sales opportunities with each group and aligning your company to reach these consumers. The new report includes:

  • An overview of L.E.K.’s proprietary segmentation model:
    • Discover and identify key customer profiles
    • Map brand positioning to market segments
    • Prioritize market opportunities
    • Track behaviors and course correct
  • A case study: A mature brand finds an unlikely market for its “authentic” apparel
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