Final Customer Purchasing from an Intermediary of the Product

Use Steps: Use steps include all the Final customer’s activities to find the appropriate product category at the Intermediary, to choose among the alternatives to the product and to take delivery of the product.

2. Emotional: Segment customers according to the personal emotional needs of the segment.

B. Needs to avoid sources of anxiety

2. Limitations set by time: Segment customers according to the causes of the limitations set by time.

Delay related to purchase and installation: Segment customers according to delays before the customer receives or can use the product
Segments where delays are due to steps a customer must take. Segment must:

Find, choose and pay for product

No.	SIC	Year	Note
1	5112	1989	Staples' central distribution center permits it to operate smaller stores than competitors that use their space as a warehouse, too.
2	5311	1986	Bradlees decided to differentiate themselves from other discounters. So they upgraded merchandise and spruced up their image. Selling space was broken into boutiques where merchandise was displayed department-store fashion.
3	5411	2003	Convenience stores are being redefined by the industry. Market outlets now feature gourmet food to go provided by staffed chefs who prepare soups, deli sandwiches and desserts for shoppers in a hurry.
4	5411	2004	A small but growing number of supermarkets are testing a variety of high-tech gadgets designed to change the way people shop and the way stores promote their products. Shopping Buddy is a hand-held bar code reader that keeps a running tally of a grocery shopper's purchases. It can document shopping habits and find appropriate discount items and their locations in the aisles.
5	5511	2002	On the sales side, prospective buyers can cruise inventory online, and see photos, calculate monthly payment and fill out loan applications. Dealers say the system cuts 15 minutes from the three hours customer typically spends at the dealership.
6	5600	1990	Ross Stores had begun a remodeling program to group apparel for men and women by segment. Ross used to hang all women's clothes together on bar racks, separated only by size. Now dresses, sportswear and large sizes will be separated.
7	5611	2002	Men's Warehouse stores are using Web-enabled PCs to take the place of cash registers so sales personnel can help shoppers find out-of-stock items or different sizes.
8	5712		In designing a new store for Chicago, IKEA enlisted nine groups of a dozen customers. They asked them to design a store from scratch and to include specifications. To help customers better navigate through the store, IKEA created a three octagonal-shaped building. Related products are grouped together and a restaurant now serves Swedish food.
9	5900	1999	Amazon.com Inc. patented its own speedy checkout technology, called 1-Click, in 1999.
10	5900	2004	The SoftwareToGo machine lets customers search for software titles by name, category or publisher, place an order and then pick it up on a CD at the checkout counter. The machine displays descriptions of software titles, pictures of their boxes and images of how the programs will look on a computer. When a customer picks up the CD at checkout, it is stamped with the software title and logo, then inserted into a case that includes a printed sleeve and information on how to use the software.
11	5912	1993	Drugstores aim to be quicker to get in and out of, and they can be relied on to carry the most popular items people run out of. Differences between kinds of stores are getting muddled. Some drugstores are too slow adopting retail technology.
12	5912	2000	New London Pharmacy innovated even further by creating a showcase for specials and a new household-supplies center.
13	6141	2005	American Express is rolling out a system called ExpressPay that packs radio frequency identification technology into a small key fob.
14	6411	2001	In the past, buying insurance meant taking the time to contact different agencies to compare policies. Now there are Web sites that gather the info for consumers.
15	7375	2000	mySimon.com and DealTime.com are two of the Web's best-known shopping search engines, and both can save the customer some money. They compare prices at different online stores instantaneously, with mySimon checking the price at more than 2,000 stores and DealTime checking up to 7,000 stores.
16	7375	2004	Yahoo has built a substantial retail business by catering to its regular users. It maintains profiles of shoppers, including delivery and credit card information. Yahoo also provides a universal shopping cart. The result is that shoppers can save 10 to 15 minutes each shopping session, compared with Google's price-comparison engine, dubbed Froogle, which can't store profiles or provide a digital cart.
17	7375	2005	Google, Yahoo and smaller online players such as blinkx and Critical Mention are offering or soon will be offering services that bridge Web and TV. Yahoo launched a video search service to help consumers track down clips from TV shows and other video content online . Their service lets consumers read a text synopsis of TV programs and watch video clips online.
18	7379	2002	Most of the streaming media available in RealOne's new subscription service is "repurposed" clips from the library or TV or radio broadcast of a content provider. Some of this repurposed content is available from the original source for free but much of it is exclusive to RealOne subscribers.

<< Return to Use Steps