Segmenting your shoppers

  Last month, I wrote a story that compared the new store formats of Target and David Jones. One thing that stood out to me was Target’s use of pink for women and blue for men to navigate the store. This led to the question – when is shopper targeting helpful, and when is it overdone? Shopper segmentation is useful when it aids navigation and makes departments easier to find. This is about remembering that navigation for shoppers is as much about screening out what you don’t want

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