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Delivering True Customer Segmentation By Understanding The Customer Journey ‘How’ And ‘Why’

Delivering True Customer Segmentation By Understanding The Customer Journey ‘How’ And ‘Why’

With a keen focus on personalization driving today's retail strategies, retailers are realizing the importance of a sophisticated approach to customer segmentation.

Unfortunately, many marketers are missing a key element of their segmentation strategy: context. A majority (71%) of marketers still look at basic demographics and behavioral data like search and past purchases (62%), according to CMO Council and RedPoint Global. However, only 40% of retailers measure brand loyalty and affinity, and only 22% examine psychographic data.

With a seemingly infinite amount of customer data at their fingertips, retailers must ensure they are using it correctly to learn the right lessons about their customers; make better decisions on how an individual shopper behaves at each point of the shopper journey; which products to sell them; and how to bring them back for future purchases.

This special report will dissect and analyze:

  • How retailers can send relevant messages depending on consumers' level within the three-part sales funnel;
  • The most relevant data points retailers continue to use (and unfortunately, neglect) as they build out segmentation strategies; and
  • How brands such as Adore Me and Nike leveraged customer segmentation strategies to create numerous customer personas and bolster loyalty.

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