Vinmonopolet is Norway’s government-owned alcohol retailer, and they spent a good deal of time and energy creating a customer segmentation model to help identify their different customers and what matters to them.
3rdfloor partnered with Dinamo to create this series of infographic videos that feature characters designed by illustrator Bjørn Brochmann and describe the different segments. The model has 4 main segments which are further broken up into 11 customer segments, all with multiple characters with various likes and preferences. The trick here was to get all of this info across in a way that was at once informative, engaging easy to watch.
The videos are to be used internally at first, but we’ve heard rumours that they might end up in Polet stores soon – we think they came out rad and so we hope they do!

1: Introduction

An introduction to Polet’s customer segmentation model

2: Prisfokusert

The price-focussed customers

3: Søkende

The seekers

4: Bevisst

The conscious consumers

5: Dedikert

Dedicated clients


Produced By: Marie Skajaa Sandegren, Steve McDonald
Creative Director: Steve McDonald
Asst. Creative Director: Warren Willmott
Illustrator: Bjørn Brochman
Designers: Anna Ducros, Rikke Hatlo, Warren Willmott, Hanco Gerber
Animators: Warren Willmott, Dale Wilsnagh
Original Music & Sound Design: Phonographic

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