Demand segmentation white paper published

Authored by Debbie Bowen-Heaton (pictured) 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 organisations deal with the fresh challenges presented by the recovering economy. Combining analysis and 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," said 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." Ferguson added: "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."