What are the 4 Customer Segmentations?

Customer segmentation is the process of dividing customers into different segments based on shared characteristics. By segmenting your prospective customers, you can offer them the right kind of content and marketing strategies as you will understand their needs, behaviors, motivations, and purchasing triggers.

1. Rejecters:

Those that don’t research or buy online.

2. Offline Transactors:

Those who research online but buy offline.

3. PC Online Buyers:

Those who buy online but only via PC.

4. Multi-Platform Buyers:

Those who buy online via mobile or tablets.

Buyer Personas

Buyer personas have long been an imperative part of segmentation, but they’re now being taken to another level. Thanks to audience profiling driven by data, much more complex pen portraits of your consumers are possible to achieve.

Consumer Journey Maps

The average consumer journey has changed drastically. Consumers are now using a multitude of devices, channels, and platforms along the path to purchase, giving them more power to make decisions. Instead of simply following a straight line, they’re jumping off and straight back on as and when they please.

Getting Segmentation Right

Use a single source of data. With the abundance of data now available, you can afford to be picky. Choose the source of consumer research that promises the data most relevant to you, and stick to it.