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Viola pre-orders her favorite Starbucks drink—a latte—via the Starbucks app on her phone every day of the week.

If you were a Starbucks marketer, which behavioral variable would you use to segment Viola in this particular case?

Answer :

Final answer:

The behavioral variable to segment Viola, who pre-orders her favorite Starbucks latte via the app every day of the week, would be "Purchase Frequency."

Explanation:

In this particular case, the key behavioral variable to segment Viola is "Purchase Frequency." This variable focuses on how often a customer makes a purchase.

Viola's daily pre-order of a latte signifies a high purchase frequency, making her a prime target for loyalty programs, exclusive offers, or personalized recommendations aimed at frequent customers.

By identifying and segmenting customers like Viola based on their purchase frequency, Starbucks can tailor their marketing strategies to reward and retain these loyal, high-frequency customers, ultimately driving sales and enhancing the customer experience.

This segmentation strategy can help Starbucks understand and cater to the needs of their most devoted customers. It can also assist in analyzing trends and predicting future buying behaviors, thereby optimizing marketing efforts.

By focusing on customers with a high purchase frequency like Viola, Starbucks can build stronger brand loyalty and increase revenue.

Learn more about Purchase Frequency

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