If we want to personalize the purchasing experience we need to turn it into something unique, something that makes you feel special.

 In the last few years, trends in marketing and how to sell both more and better have changed, but there is one thing that never changes, and it even pre-dates the era of e-commerce: That feeling of being treated well. That sensation of feeling at home when you walk into a local shop and they call you by your first name, where they know your kids and have watched them grow up.

 In the past, knowing your customers was easy, and shops knew perfectly well what to offer each of their customers, but today with so much information and so many new offers it can be more complicated.

What is segmentation?

Customer segmentation is something that comes naturally to lifelong shopkeepers, the ice cream man knows that your favourite flavour is chocolate, and that your sister prefers lemon, and the lady in the fish mongers knows that at the beginning of the month you prefer a nice sole, but towards the end you’ll make do with hake.

That’s market segmentation. Knowing what your customers need and what they want and classifying them according to these needs and preferences.

It seems so simple, but you have to know how to do it well for your strategy to work. When increasing your supply, companies and purchasing methods, knowing your customers and being able to classify them efficiently may not be that easy.

And if we add the different sales channels to this, the task can get even more complicated.

What is it for?

Getting straight to the point, we can say that it helps you to sell more. At the end of the day it’s what we’re all looking for, right?

But limiting ourselves to saying that it simply helps us to sell more wouldn’t be entirely fair, as we would be forgetting several benefits along the way. It’s clear that the end result is that a good segmentation strategy can increase your sales, but what does that really mean?

The benefits of a good segmentation

By segmenting correctly, you can be a lot more efficient in your marketing campaigns and even in the distribution of your products.

If you know what your customers want, when they need it and where they need it, not only will you sell more, you will produce more and market yourself better.

  •  Optimize your advertising

In the last few years advertising costs have continued to increase and the more companies that want to market themselves, the more expensive it becomes. It’s the basic law of supply and demand.

 According to a recent study brands will spend around 50 billion dollars in advertising in 2020, and online sales are going through a great period as they are expected to grow 30% globally.

As there are more advertisers it is really important to be able to send the right message to the right person, and just when they want to read it. Only then will you stand out from all the noise that can be generated with so many millions in advertising.

  •  Reduce stocks

Managing the stock of products for sale online and for physical stores has always been a challenge and can generate a significant amount of stock.

By knowing what your customers want and where they want it, it’s easier for you to optimize the stock in your stores.

Lighter colours towards the coast, warmer clothing up north… these details sell on their own, but with a deep understanding of needs you will be able to improve the distribution of your collection and create space in your store for products that can work better in each area, avoiding lines full of products that don’t interest your buyers.

How do I do this?

Metrics are our allies when segmenting, but we must know how to read them and not underestimate them. Occasionally we tend to measure everything, resulting in interminable spreadsheets with so much data that we get confused. Chaos.

A good tool to help you understand your customers and to manage your sales channels will be essential for designing a good omnichannel strategy.


Wapping Team