Who is the core customer?

24 Jun 2010 by Randall Helms, No Comments »

Since my dissertation is on how brands can use social media to engage with their core customers, it is obviously necessary to clarify what I mean when I say ‘core customer’.

Obviously, there are many ways to define a core customer, but I will be operating from the assumption that core customers are those consumers who are the most loyal and regular buyers of a product, and that they would generally be those consumers who fall within the 80/20 bracket. 80/20 is a fact of business life, that 80% of sales typically come from 20% of products, or that 80% of profits are generated by 20% of customers.

These are the consumers that I am interested in, and they are the ones that I will be focusing on in my dissertation. The big question that I don’t have an answer for yet is to what extent this 80/20 concept maps on to mass use, every day FMCG products – I would imagine so, but I still need to confirm it in my research.

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