Consumers with an emotional connection to a brand have a 306% higher customer lifetime value, stay with a brand for an average of 5.1 years vs. 3.4 years, and will recommend brands at a much higher rate (71% vs. 45%).
Retailers forging this emotional connection must understand and adhere to customers' core values and beliefs, and ensure that the technology put in place aligns with the retailer's ability to map out a comprehensive shopper journey for its consumers.
This how-to guide from Retail TouchPoints details best practices for retailers seeking to get the most out of their customer segmentation strategies, including:
- Aligning your CRM and Customer Data Platform (CDP) across physical and digital touch points to measure shopper behavior, discover customer insights and personalize shopper experiences;
- Going beyond traditional segmentation metrics such as demographics to identify "life stages" that give insight into true shopper intent;
- Discovering the optimal number of segments necessary, which varies from case to case; and
- Capturing the unknown audience by analyzing human-oriented attributes instead of generic statements.
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