{
  "docId": "019dd923-5ddf-7308-8fca-86091c76c648",
  "docSlug": "9491f959d9f4db9f",
  "documentTitle": "What the Customer Really Wants",
  "authorId": "RolandBerger",
  "authorName": "Roland Berger",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "portrait",
  "aspectRatio": 0.785,
  "pageNumber": 10,
  "pageCount": 44,
  "prevPage": 9,
  "nextPage": 11,
  "slideType": "segmentation",
  "function": "decompose_segments",
  "density": "overcrowded",
  "nDataPoints": 3,
  "notes": "The slide uses a 'F2' label, likely indicating a figure or section reference in a larger report.",
  "elementsJson": [
    "headline_text",
    "action_title",
    "paragraph",
    "numbered_list"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ddf-7308-8fca-86091c76c648/10",
  "deckHref": "/decks/019dd923-5ddf-7308-8fca-86091c76c648",
  "deckJsonHref": "/decks/019dd923-5ddf-7308-8fca-86091c76c648.json",
  "deckAnchorHref": "/decks/019dd923-5ddf-7308-8fca-86091c76c648#slide-10",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "Six simple questions were enough to assign each customer to one of the segments with an accuracy of approximately 75%.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd951-e58e-76cb-be5d-667f062e6c71",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.38,
        "x": 0.51,
        "y": 0.52
      },
      "kind": "list",
      "text": "1. How often do you buy things on the Internet?\n2. How often do you buy things in regular stores?\n3. How old are you?\n4. How many minutes does it take you to drive downtown?\n5. Given your normal day-to-day schedule, are the opening times of regular stores a problem for you?\n6. What is your household income?",
      "attrs": null,
      "subkind": "numbered",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "1662605d-03a2-4c70-9126-9c8ef9c17968",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.06,
        "w": 0.38,
        "x": 0.06,
        "y": 0.49
      },
      "kind": "paragraph",
      "text": "Overall, the segments showing an affinity for offline retail account for around 64% of respondents and 60% of sales. This is clearly the larger and economically more influential of the two groups.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "22002b74-68e6-430f-953f-e0ba19899668",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.12,
        "w": 0.38,
        "x": 0.06,
        "y": 0.163
      },
      "kind": "paragraph",
      "text": "Our study clearly showed that discussions about the future development of retailing must take a much more granular and discerning approach in the future. Some dogmas are too one-dimensional. Others are actually completely misleading.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "5664a210-ed81-4f27-8129-ffc938e8403f",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.04,
        "w": 0.38,
        "x": 0.51,
        "y": 0.455
      },
      "kind": "paragraph",
      "text": "Six simple questions were enough to assign each customer to one of the segments with an accuracy of approximately 75%.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "5f7b4403-330d-45c5-a2bc-6b5a8d00ae30",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.12,
        "w": 0.38,
        "x": 0.06,
        "y": 0.298
      },
      "kind": "paragraph",
      "text": "The shopper segments we identified prove the point: Based on information such as frequency of offline and online purchases, household income and basic values, tried-and-trusted statistical methods enabled us to distinguish between seven consumer segments.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "6cb5fbe7-3ef2-451f-a65c-336d464d0140",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.12,
        "w": 0.38,
        "x": 0.06,
        "y": 0.42
      },
      "kind": "paragraph",
      "text": "Important differences in shopping behavior become apparent even at a high level. Of the seven customer segments identified, three make purchases almost exclusively offline, while four regularly buy products both in offline retail outlets and on the Internet.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "dc4ddfd4-a121-4e12-916f-fe98fca259fb",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.38,
        "x": 0.51,
        "y": 0.235
      },
      "kind": "title",
      "text": "Our seven customer segments vary significantly in terms of their shopping behavior and demographic data.",
      "attrs": null,
      "subkind": "action-title",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d36856a8-9c02-49c3-b488-4c58644dcb45",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.38,
        "x": 0.51,
        "y": 0.163
      },
      "kind": "title",
      "text": "Customer Typologies in the Multichannel World",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "75fb08ad-4077-4249-95ab-591886d20999",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Audience Segmentation",
      "slug": "audience-segmentation",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "22dcd571-727d-4c94-b389-fa40ed32f977",
      "evidence": "Our seven customer segments vary significantly in terms of their shopping behavior and demographic data.",
      "confidence": 0.8
    }
  ],
  "frameworks": [
    {
      "name": "audience-segmentation",
      "slug": null,
      "matchId": "45e125a9-d0ec-42ac-8024-85c1cf1e78b7",
      "evidence": "The slide explicitly discusses identifying seven distinct customer segments based on behavior and demographics.",
      "confidence": 1
    }
  ],
  "arcBeats": [
    {
      "to": 20,
      "from": 10,
      "beatId": "1e0ca097-94e6-423c-9ba5-4d67c6825e52",
      "arcName": "Problem-Agitate-Solution",
      "arcSlug": "problem-agitate-solution",
      "beatName": "Evidence & Proof",
      "beatSlug": "consultants-gambit-evidence-proof",
      "evidence": "The document provides evidence and proof of the findings, including data tables and segmentation analysis.",
      "position": 2,
      "confidence": 0.8,
      "parentBeatName": "Evidence",
      "parentBeatSlug": "evidence"
    }
  ],
  "loops": [],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}