Customer Analytics Segmentation for 4WD Supacentre / Kings Adventure

4WD Supacentre / Kings Adventure is a large retail chain with a selection of camping, offroad and outdoor gear.

Objective

To develop a customer segmentation to better understand the customer base and tailor marketing communications.

Understand the current customer:

Using a customer survey along with sales data, gain a deeper understanding of the behaviour, trend and preferences of customers and their dealings with competitors.

Build intuitive segments:

Using segmentation analysis, feature engineering, look at what drive specific customers’ behaviour and group them into different segments for a more nuanced view of customers.

Data deep dive and insights:

Using already captured sales data, investigate if there are useful analytics and insights that can be gathered.

Development

MyMavins designed the survey instrument which would get a deeper understanding of the behavioural attributes of customers. Using that information, we then designed a segmentation system to classify and create a more nuanced view of customers.

Solution

Data audit across sales platforms
Customer 360 dataset (transactions, engagement, attributes)
Data quality & tracking recommendations
Defined segmentation approach (behavioural)
Feature engineering (engagement, lifecycle signals)
Segmentation logic aligned to marketing use cases
Marketing-ready segment personas
Model documentation & methodology
Segment sizing and revenue contribution analysis
Key behaviours, motivations, and value drivers per segment
Opportunity identification (growth, retention, upsell)
Messaging frameworks tailored to each segment

Results and Benefits

A segmentation system which split customers by engagement and behaviour to increase sales and retention. Recommendations of further data capture variables to enhance customer data moving forward.

Set up for Future Benefits

Increased campaign conversion rates through targeted messaging
Reduced churn via early identification of at-risk customers
Improved marketing efficiency
Higher customer lifetime value through personalisation
Cleaner and more easily usable database