Consumer segments

Consumer segmentation refers to the process of dividing a customer base into distinct groups of individuals that have similar characteristics, which makes it easier to target specific groups of customers with tailored products, services, and marketing strategies. By segmenting customers, business users can better understand their needs, preferences, and buying patterns, allowing them to create more personalized and effective marketing campaigns.

In Avalon, consumer segments is related to pricing or package price tiers (value-based segmentation).

Each package can be customized with specific pricing and priority depending on business requirements. Three (3) main price tiers are in-use, namely NTUC Member, Friends of UPlay and Public, where NTUC Member has top priority.

Consumer segment can vary depending on customer purchase transactions and it is also utilized in PowerBI analysis.