What is customer segmentation?

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Customer segmentation is the process of dividing the customer base (e.g. grocery store customers) into smaller groups (e.g. children, parents, grandparents) based on common characteristics, behaviors, or preferences (so-called customer separation criteria). This separation is used by most companies. Book publishers sell the most expensive hardcover versions first, followed by the cheaper paperback editions. Phone manufacturers segment customers based on their wealth, offering more expensive models (so-called flagships) and more affordable variants. That's what customer segmentation is all about: making the products offered better fit the needs of specific customer groups.

Why do companies segment customers into different groups? By separating in this way, a company can better understand the expectations of its customers and have greater insight into the morocco phone number data needs of different groups of people interested in purchasing a product or service. This makes it possible to tailor offers to specific categories of customers. In addition, proper customer segmentation makes it possible to develop an appropriate marketing strategy in order to undertake effective marketing activities and facilitate access to potential customers by, among other things, choosing the right sales channels.

Once you have successfully defined your criteria for segmenting your buyers, you can consider which specific customer groups you can segment into. If you determine that your main customers are: small children who spend their pocket money on the snack you produce, the parents of these children who will occasionally buy a chocolate bar for their child, and grandparents who want to spoil their grandchildren, then you will be in a position to tailor your sales channels and the marketing activities you undertake to these 3 customer segments.