Social Influence Graph

Spencer’s is one the largest retail stores in India with over 400 locations across 60 different cities. It has created north of 60’000 jobs and continues to prosper.

Thanks to an ever-growing list of competitors, both local and international, Spencer’s needed a unique point of differentiation to connect with its target constituents - the rapidly emerging Indian middle class - through stores which bring the brand closer to the emerging affluent market.

Using BrainMustard’s comprehensive psychographic segmentation research, a thorough understanding of the complex individual and social factors developed which were captured in a detailed social influence graph and a dynamic path to purchase map.

Empowered with these consumer insights and marketing tools, Spencer’s has laid out the strategies for upcoming product offering in apparel and fashion departments throughout all 400+ stores which resonate with the emerging affluent market in India.