Who are your customers really?

“Put your consumers in focus, and listen to what they’re actually saying, not what they tell you.” Daniel Ek The classic demographic segmentation models that have served retailers so well for so long are no longer enough. Not only does omnichannel purchase behaviour mean that you can no longer assume journeys to purchase and segment markets by categories such as gender or location, but it means that if you really want to know your customers, it’s time to get personal. By personal, we

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