Unlocking Growth in Retail Through the Application of the 80/20 Rule

As the shopping experience continues to evolve and become more complicated as customers utilize an ever-increasing number of Internet-connected devices, retailers are having a harder time identifying where their advertising budgets should be focused.


For years, marketers have relied on the Pareto Principle, or the 80/20 Rule, which states that 80% of revenue comes from 20% of customers. This rule, however, hasn't been re-examined since the 1990s.


Viant's new research whitepaper commissioned from Nielsen seeks to validate the 80/20 Rule as it applies to the Department Store, Casual Dining and Quick Service Restaurant verticals. In addition, Viant sought to identify the unique traits that set the best customers apart, and to develop improved strategies and tactics to inform media planning and message strategies.


Key Research Findings:

  • Best customers see value in loyalty & CRM programs
  • Loyal customers concentrate spending in 1-2 stores
  • Heavy spenders use more mobile, less desktop
  • TV habits are not predictive of who is a heavy spender
  • Top customers fit into 3 unique personas per vertical