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The Customer Segmentation Gift

The Gift (multiple)

The Gift of Each Customer Comes in Many Sizes

The gift of today is the customer who finds your company and your products engaging today. They come to you for precise reasons, sometimes precisely different each time they arrive. What is it today?

Safe, fresh vegetables

  • Flowers they grew themselves on the table tonight
  • Entertaining important business guests
  • Impressing the neighbors
  • Save money on the good stuff
  • To find a deal
  • Staycation
  • Stress relief
  • Sense of accomplishment
  • Teach grandchildren
  • Feeling of accomplishment – I grew it myself!
  • Add value to house
  • Growing green

Customer segments have been blurring. Customers live in micro-segments. Although still mainstream, marketing to macro-segments has been losing effectiveness for some time. Individual customers live in multiple segments and change without notice.

Making a fresh connection each time each customer comes to you is a gift of their presence wrapped up as a present. Will you open it? That would require actually talking with the customer, asking them some specific questions, and responding to them accordingly in the moment -this is the ultimate differentiation.

Retailers must provide  a flexible experience, choice, and meet their customers where they are at precisely the moment they are there. It’s called self-segmentation and you can click here to read more about it in on Advertising Age.

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