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Making Sense Of The Data - Customer Segmentation For Retailers

Digital Marketing

Ed Maule

10th March 2017

Making Sense Of The Data - Customer Segmentation For Retailers Every customer is different. And that’s an important one to remember.
Every customer is different. And that’s an important one to remember.

With all the sales and data analysis available, it’s sometimes easy to view customers within the context of macro trends across your business or industry. But the individuality of customers is not something to be shunned or forgotten. 

So although there are similar buying patterns or browsing journeys - each customer is unique and will have different requirements, expectations, likes and dislikes. 

So today, we’re giving our top tips, hints, ideas and recommendations when it comes to intelligent marketing:

  1. It’s important to tailor your marketing and content strategy to cater for the differences between customers
  2. Consider showing different homepage content to different visitors - for example, once you know the identification of returning visitors, why not show them their most purchased brands or products?
  3. Ensure you segment your email lists based on sales data, open rates and historical purchases
  4. Consider pulling together a series of targeted email campaigns based on segmented email data to show the right customer the right product at the right time
  5. Whether it’s ad-hoc data analysis or a full single view dashboard, don’t get bogged down in the data - ensure you have a clear action plan of how to utilise the information available
  6. Be realistic and flexible - don’t try and do everything at once. Consider some higher level segmentation of email campaigns to test the water and be prepared to change direction
  7. Dynamic content is a great opportunity to showcase the relevant products and marketing messages to specific customers based on historical sales and browsing data
  8. International customers - ensure you’re showing the right content for those visiting your site from abroad - shipping options, currency information and international offers/pricing
  9. If you have a bricks and mortar store, understanding data about your customers is important to ensure you maintain a full retail eco-system
  10. Ensure you have a platform that allows you to follow customer data across the various components of your retail business - web, store, mail order and marketplaces

The key with a single view point for customer information is to data and analysis you can act on. Don’t get bogged down in facts and figures before thinking about the action you want to take. Ensure you have a well planned strategy for how to use the data made available through site and store customer monitoring.

If you want help finding your way through the data, speak to John or Chris on +44(0) 161 826 3098 or email us at


Ed Maule
Ed Maule

10th March 2017