A company is trying to borrow a common retailing technique to improve service for retirement plan sponsors and participants.

The Westwood, Mass., retirement plan services arm of New York Life Investment Management L.L.C., a unit of New York Life Insurance Company, New York, says it has introduced a “cluster analysis” process that will divide retirement plan participants into 6 segments based on behavioral, attitudinal and demographic factors.

New York Life will use the analyses to help client employers customize plans to fit participants’ needs, the company says.