As a brick-and-mortar retailer, it is important to understand your customer segments and craft marketing strategies that appeal to each of them. If you don’t know who your customers are, you can’t possibly expect to keep them coming back!
It’s no secret that brick-and-mortar retailers are feeling the heat from eCommerce businesses. In order to stay competitive, it is essential for these businesses to focus on customer segmentation strategies. By dividing customers into specific groups, retailers can better understand their needs and desires. This, in turn, will help improve marketing efforts and increase sales.
In this blog post, we will discuss three creative customer segmentation strategies that you can use to improve your business.
You need to consider using customer surveys before you plan any strategy. Surveys are an effective way to gather valuable information about your customers’ preferences and habits. With this data, you can create targeted campaigns that cater to each segment of your audience. You can also use surveys to identify new opportunities for product or service development based on customer feedback.
Personalization is the process of creating customized marketing messages based on the specific needs and preferences of individual customers. This strategy can be especially valuable for brick-and-mortar retailers, as it allows them to create a unique shopping experience for each customer.
For example, a brick-and-mortar retailer might use personalization to create customized marketing messages for customers based on their past purchases or browsing history. They could use this information to recommend products or services that are specifically tailored to the individual customer’s interests and needs.
2. Customer experience mapping
Customer experience mapping is the process of creating a visual representation of the customer journey, from the initial contact with the retailer to the final purchase.
This strategy can be especially valuable for brick-and-mortar retailers, as it allows them to understand the specific needs and preferences of their customers at different stages of the journey and create targeted marketing campaigns to drive conversions.
For example, a brick-and-mortar retailer might use customer experience mapping to understand the specific pain points or challenges that their customers face during the shopping process and create targeted marketing campaigns to address these issues.
3. Customer personas
Customer personas are fictional characters that represent the different types of customers that a retailer might have.
This strategy can be especially valuable for brick-and-mortar retailers, as it allows them to create targeted marketing campaigns that speak directly to the needs and preferences of their target customers.
For example, a brick-and-mortar retailer might create customer personas for different types of customers, such as budget-conscious shoppers, fashion-conscious shoppers, or tech-savvy shoppers.
They could then use these customer personas to create marketing campaigns that are specifically tailored to the needs and preferences of each group.
4. Rely on Location-Specific Insights
Location-specific insights are a great way to understand your customers and identify new ones. They can also be used to create new products or features, as long as you know what the most popular locations are for each demographic (a restaurant patron’s favorite type of food is different than that of an office worker).
For example, if you’re a bakery retailer, knowing which neighborhoods have high concentrations of young families with young children might help you decide which products would be most profitable. It could also mean not only designing special packaging for those areas but also developing recipes specifically suited for them.
Every retailer has a unique set of customer needs and preferences. As such, it’s important for businesses to segment their customers based on specific attributes like location, income level, or lifestyle.
With the right approach, you can gain valuable insight into who your customers are and what motivates them to shop with you. By bringing these insights together with sales data, you’ll have an incredibly powerful tool for making your business successful!