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Why Some Companies Are Focusing on Recruiting Their Best Customers

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When the team at Kraft realized that Velveeta, their processed cheese product, wasn’t growing as fast as they hoped, they took a look at the data and found something surprising.

While “hardcore” Velveeta fans—the ones who love it and use it in all their recipes—made up only 10% of buyers, these “superconsumers” accounted for more than 50% of the product’s profits. By simply shifting their strategy from targeting all shoppers to focusing on this minority of ultra-passionate customers, Kraft was able to generate more than $100 million in new sales.

As it turns out,

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