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Tapping Segmentation for Foodservice Success

By Erin Del Conte
Editor-in-Chief, CStore Decisions

CStore Decisions followed up with Denise Jenkins, VP marketing, insights and loyalty for United Dairy Farmers (UDF), which operates more than 170 stores across Ohio, Kentucky and Indiana, to learn about UDF’s segmentation journey and the action steps other c-store retailers can follow to begin their own segmentation process.

UDF turned to segmentation because it looked to mitigate the decline of fuel and cigarettes by ramping up its foodservice success. UDF knew it needed to shift customer perception and behavior around its foodservice offering to be prosperous in such a competitive marketplace.

Jenkins share the five-step approach UDF used to begin their customer segmentation project, outlined below. 

Five Steps to Foodservice
Customer Segmentation