Occasion segmentation

Posted in Marketing and Strategy Terms, Total Reads: 9773
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Definition: Occasion segmentation

The process of dividing the market into groups according to specific occasions when buyers are to buy, actually make the purchase and when they use the product.

Some products or services are seen as being appropriate for a particular situation or occasion.

Meaning, that the customer is looking for specific products on specific times or occasions.

  • Occasion segmentation is widely used nowadays throughout the web by many retailers

Example:-

FTD.com:- Website through which you can order flowers to be delivered to them or their loved ones. It understands that different occasions demand different flower arrangements. Therefore they implement occasion segmentation. Like birthday present, “get well wish” or a sympathy arrangement.

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