Customer Segmentation: the ‘How’ and ‘Why’ of the Customer Journey

The retail sector is undergoing massive change, sending executive leadership into a frenzy as they reinvent business models and develop more personalized customer experiences. Retail CMOs are tasked with increasing sales in an environment where the sands are constantly shifting.

In order to win, they need to use data and technology. While most retailers know they need a sophisticated approach to customer segmentation, many still struggle to understand their customer with a 360-degree view. Many marketers are missing context for their customer profiles – where a shopper is, what device they are on, what time of day/day of week, and even what the weather is like.