Customer-Centered Approach
At BD Retail Group, customer strategy is not an ancillary marketing initiative: it is integrated into the company’s operational decision-making. Store location, product assortment and service standards are designed to serve a broad range of customer segments in the Armenian fashion market.
Customer Segmentation
BD Retail Group serves over 608,000 visitors monthly. Using data and customer insights, the group leverages its position as the exclusive franchise holder for a number of global brands to address the needs of customers across a range of segments.
The Group’s portfolio operates within a three-segment model, each built around a distinct lifestyle identity, behavioral pattern and value potential. This segmentation supports a balanced portfolio of stable, trend-driven and high-margin products for all customers.
Family & Lifestyle
Target Audience: Multi-generational households seeking safety-certified, inclusive and seasonally appropriate apparel.
Customer Behavior: Regular, predictable purchases tied to growth stages, school cycles and seasonal changes .
Value Drivers: Family pricing structures, loyalty programs for cross-category purchases, as well as store layouts designed for efficient navigation.
Sales Characteristics: High retention and consistent year-over-year sales.
Youth & Trend
Target Audience: Younger consumers seeking trendy fashion items with cultural relevance
Customer Behavior: Frequent store visits, often monthly or weekly, driven by product launches and seasonal updates
Value Drivers: Product variety aligned with trends, visual merchandising and event-based retail activities
Sales Characteristics: Broad customer base with potential for progression to premium segments as purchasing power increases
Luxury & Premium
Target Audience: Consumers seeking premium and luxury fashion with an emphasis on quality and personalized service.
Customer Behavior: Less frequent purchases, with a preference for enduring styles.
Value Drivers: Appointment-based shopping, limited collections, personalized styling services.
Sales Characteristics: Higher-margin transactions with a more selective customer base.
Human Capital as a Service Multiplier
Our 350+ trained professionals serve as the link between brand standards and customer experience. Through brand-specific product knowledge, our teams act as brand ambassadors to ensure coherent service delivery, guiding customers across segments and brands.
Sustainable Packaging System
We operate a unified CRM and loyalty ecosystem that consolidates customer data across all brands, enabling:
- Personalized recommendations based on purchase history and segment affinity.
- Cross-brand rewards to encourage portfolio-wide engagement.
- Predictive analytics to anticipate purchasing cycles and trigger timely offers.
Experience Beyond Transaction
Our stores are designed to support effective customer journeys through clear spatial design, strategic staff scheduling, structured product flow and consistent service standards. We combine physical and digital touchpoints so customers can check availability and complete purchases both online and offline.