By Jeanne Roué-Taylor
Customers are rarely a homogenous group. They differ greatly in revenue potential, levels of loyalty, and frequency of contact. What makes loyalty work, therefore, is an ability to segment your customers using powerful analytics. Segmentation allows the right amount of effort and right offers to be applied in the right moments to the right customers.
Knowing enough to segment properly takes powerful analytics. Unless analytics are a key part of your loyalty platform, odds are you won’t be able to do much more than old-fashioned transactional loyalty.
But segmentation isn’t such a simple thing. There are common segments based on how people shop—like price or convenience—but below those broad categories, there are more subtle ways to segment based on what is required to engage a customer in the right moment with the right offer. This is the description of behavioral segmentation, and takes a capability to test and learn that wasn’t available until recent times.
Test and Learn
Test and learn provides a way to find segments that may not otherwise be visible to marketers. By choosing existing segments and testing offers on a smaller scale, new segments can be developed and marketed to in a larger way. The opportunity to test and learn is a benefit of a customer loyalty platform that includes powerful visual analytics.
In the end, everyone shops for a different reason. Marketers armed with the tools to not just segment along traditional lines of age, race, and other factors—but also to test and learn—have a distinct advantage over those who don’t.