Segmentation by Shopper Characteristics

1. Age

1. Age

As an online shopper

  • Younger than 30 years
  • 30 – 45 years
  • 45 years and older

2. Gender

2. Gender

As an online shopper

  • Male
  • Female

3. Product features

3. Product features

As an online shopper

  • Branded products
  • Luxury products

4. Shopping area

4. Shopping area

As an online shopper

  • From Bucurest

Segmentation by Product Affinity

1. Lifestyle

1. Lifestyle

Fashion

  • Women’s clothing
  • Men’s clothing
  • Shoes
  • Watches and jewelry
  • Fashion accessories

Beauty and Lifestyle

  • Beauty and cosmetics
  • Health and wellness
  • Sports and leisure
  • Food and beverages
  • Traveling and tickets

House and Garden

  • Home Appliances
  • Furniture and living
  • Drugstore goods
  • Garden
  • DIY

Family

  • Babies
  • Toys
  • Children’s clothing
  • Children goods

2. Hobby

2. Hobby

The media

  • Books
  • Movies and music
  • Computer and video games

Hobby

  • Animal world
  • Gifts
  • Other hobbies

Collectibles

  • Coins and stamps
  • Model construction
  • Antiques and art

3. Technology

3. Technology

Technique

  • TV, audio and electronics
  • Computers and software
  • Mobile phones and GPS
  • Cameras and camcorders

Cameras and camcorders

  • Tires
  • Auto-moto accessories

4. Business

4. Business

Promotional items

  • Promotional items
  • Office supplies
  • Gastro
  • B2B