Profiling is gathering characteristics and then using those characteristics to find others of the same ilk, whether people or products. A profile of the perfect customer leads to the perfect offer.
While running a loyalty program, AIM was able to track purchases of a specific product for a client. The profile that emerged was that this product was used more in restaurants than in other types of establishments. Further investigation found that it was the contractors’ preferred product in restaurant installations. We targeted a specific nationwide promotion around that product to contractors, achieving significant success.