Customer Segmentation for Coles Baby Category
Built a customer segmentation model for all consumers who purchased baby-related products at Coles, enabling more targeted and effective sales strategies across the category.
01. The Problem
Coles had a large, diverse base of baby-category shoppers but no structured way to distinguish between them — making it difficult to tailor promotions, ranging decisions and loyalty initiatives to the right customers.
02. The Approach
Extracted and cleaned transaction data for baby-category purchases, engineered behavioural features including purchase frequency, basket size and product affinity, then applied clustering techniques to identify distinct customer segments with meaningful commercial differences.
03. The Outcome
Delivered a clear segmentation of baby-category consumers that gave the merchandising and marketing teams a foundation for more focused, segment-specific sales strategies — moving away from one-size-fits-all promotions.
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