How to judge which customers are the most valuable to your store, which are loyal, and who are already eyeing the competition. How do you really get to know their habits and personality? One of the hottest topics in e-commerce, which is consumer segmentation, will help you with that.
Every client is different
The impact of individual differences, cultural context, habits and demographics on purchasing decisions cannot be overestimated. Alternative, introverted students, housewives from small towns, busy managers from big cities, newly minted parents, elegant seniors, extrovertive people looking for impressions.
Find out who you are talking to
Understanding your customers is one of the most fundamental factors in your entire marketing and sales strategy. In fact, it is the starting point for any business considerations – if you have a business idea, your first question should be who will be the audience. Of course, most people would like EVERYONE to buy their product. Unfortunately, the reality is that when you try to speak to everyone, you are actually speaking to no one, and the nature of your brand is blurred.
Types of customer segmentation
Demographic and socioeconomic segmentation – this is the most basic, the easiest to check and understand type of segmentation. It is based on the division of consumers according to factors such as age, gender, education, place of residence, earnings or household size (whether we are talking to singles, couples or families with children). These basic data are of colossal importance for the selection of the appropriate language of communication and product recommendations.
Psychographic segmentation – it is an extremely interesting way of analyzing consumers, willingly used in the creation of comprehensive marketing and sales strategies. It consists in dividing consumers based on their personality traits and matching the message in this respect.