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24 April 2014

Oliver Wight release new demand segmentation white paper

Business improvement specialists, Oliver Wight, have published a new white paper, ‘Demand Segmentation: ahead of the curve.’ The first in a series of ‘post-recession’ white papers, it provides practical advice for organizations on how to advance segmentation, so they can continue to meet changing consumer needs, effectively and profitability, not just now but in five, 10 and 15 years’ time.

Authored by Debbie Bowen-Heaton of Oliver Wight EAME and Todd Ferguson of Oliver Wight Americas, this is the first in a new series of white papers designed to help organizations deal with the fresh challenges presented by the recovering economy. Combining in-depth thought leadership and actual case study examples, the white paper explains how demand segmentation is the surest way for businesses to deliver an effective customer response, now and into the future.

“With the ever-evolving habits of consumers and fast-changing nature of technology, organizations need to refocus on how to respond to their customers,” says Bowen-Heaton. “It is important to understand that not all customers, channels to market, or products are the same; and that a segmented supply chain response is needed to manage this complexity, especially in light of a global economic recovery.”

To achieve the benefits of advanced demand segmentation - better decision making, simplicity in complex supply chains, operational efficiency, and competitive advantage - organizations must:

  • Put customers’ needs first
  • Deploy segmentation as part of the sales and marketing strategy
  • Segment the supply chain response 
  • Implement Integrated Business Planning to advance segmentation 

“But segmentation is not just about responding to the varying needs of consumers today,” says Ferguson. “Looking ahead, businesses can anticipate future trends and predict what customers want, even before they do. This means they can define the precise supply chain response needed to satisfy the customer of tomorrow, ultimately gaining true competitive advantage and staying ahead of the curve.”

To download a copy of this white paper, go here.

 

Notes to editors