Diseño de un plan comunicacional para la sucursal de una cadena de tiendas de conveniencia basado en los segmentos del mercado

Abstract

In the current retail sector, designing effective communication strategies requires a deep understanding of market segments to generate a significant impact on consumers. This study aims to design a communication plan for a convenience store chain based on the identified segments. To achieve this, a quantitative research approach was used, analyzing invoices for the year 2024 and applying Ward's methodology to segment customers based on variables such as purchase frequency, amount spent, number of items purchased, among others. Using tools such as elbow charts and consistency indices, optimal clusters were identified, these two being "high- spending occasional customers" and "low-spending frequent customers." These clusters present distinct characteristics, giving rise to strategies for each. Based on this segmentation, a communication plan was designed with objectives, value propositions, messages, and personalized tactics. The plan also includes KPIs to evaluate the tactic's effectiveness and compliance, ensuring its long-term sustainability. This approach strengthens the theoretical foundations for how companies adapt their communication strategies to segment behaviors and enhances the social relationship between the company and its customers by adapting needs to personalized shopping experiences.