09 tháng 10 2014

Segment your customers

This guide aims to explain the basics of how to sort your customers into groups. It can help you understand what your customers really want and what you can offer them. It also explains how grouping your customers into market segments is a good foundation for winning and keeping profitable customers.


If you are segmenting business markets, you could divide the market by:
  • what they do - industry sector, public or private, size and location
  • how they operate - technology, use of your products
  • their buying patterns - how they place orders, their size and frequency
  • how they behave - loyalty and attitude to risk

If you are segmenting consumer markets, you could group customers by:
  • location - towns, regions and countries
  • profiles - such as age, gender, income, occupation, education, social class
  • attitudes and lifestyles
  • buying behaviour - including product usage, brand loyalty and the benefits they seek from the product or service

Segment your customers

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