Customers are becoming more and more demanding every day – not only with their expectations for a consistent brand experience, but also with the buying process itself. Also, for accompanying communication, today's customers have high expectations of the way that they want to be addressed by brands and sellers. As individual as the dress sizes or tastes of the customers are, so too are their expectations of being addressed. In order to be successful in the modern retail age, a new law applies: the right message for the right customer – whoever wants to be a first-class seller needs to have first-class customer segmentation.
The calculation is actually quite simple: if customers do not get the right message, the right offer, or the appropriate incentive at the right time, they will most likely not buy. However, even if this problem seems to be so simply and clearly defined – and actually known for a long time – there has never been a system that allows a simple, as well as flexible, customer segmentation based on all relevant data points. With the minubo customer segmentation, this changes.