Strategy to plan retail business , pricing , positioning , product planning , promotion
Som’s Retail Journey | Part 12
Finding the Right Customer — And the Right Catchment
Sep 19, 2026 | 10–11 min read
How do you turn multiple customer segments into one practical target? Som applies a structured evaluation to AHLAD, examining measurability, accessibility, durability, affordability and other criteria before using market research to identify the target customer and catchment.
Strategic Targeting for AHLAD Read More »
Som’s Retail Journey | Part 11
Deciding Who You Will Serve — And Who You Will Let Go
Sep 06, 2026 | 10–11 min read
You may identify many customer segments—but which one should you actually serve? Follow Som as he moves from segmentation to strategic targeting, exploring how brands define their customers and what can happen when a business chooses the wrong audience.
Strategic Targeting: Choosing the Right Customer to Win Read More »
Som’s Retail Journey | Part 10
Segmentation Identification
Aug 08, 2026 | 8–9 min read
Can customer segments really be discovered by observing the market? Som spends seven days visiting cafés and tea stalls, studying customer behaviour, pricing, dwell time and experiences. Follow his field research as patterns begin to reveal potential segments for AHLAD.
Retail Strategy : Segmentation Episode 2 Read More »
Som’s Retail Journey | Part 9
Segmentation
July 26, 2026 | 8–9 min read
Why is “everyone” rarely the right customer? Follow Som as he discovers the importance of segmentation and sees it in action through café brands such as Starbucks. Learn the four practical ways businesses can divide a market to understand customers more clearly.
Retail Strategy : Segmentation Episode 1 Read More »
