‘Young, female, urban’ is not understanding your audience

SEGMENTING

Unless your audience is ‘all females between the ages of 0 and 50 (age is relative right so 50 is young to someone!), who live in cities and towns and maybe don’t listen to Classic FM.’

THE FOCUS

So what SHOULD you be focusing on? (I bet you could hear that sigh from there couldn’t you?):

1. Behaviours: frequency, recency, spend. Tells us the next best action and the £ value that action would represent
2. Preferences: Products bought, products not bought. Gives us some context to their existing experience with your brand and where you sit in their repertoire.
3. Psychographic insight: As the brilliant team at Starcount say, the ‘mindset and motivation’ behind the behaviour, the WHY. Tells us how to best connect emotionally and drive genuine, sustainable loyalty.

DO BETTER

It’s time to do better than meaningless customer profiles in hospitality and retail! Use your data to put the customer first.