Understand Your Customer Base With Behavioral Segmentation [Infographic]
Why do customers buy your products? The reasons, as you know, are multi-layered and varied and depend on a host of circumstances. Sometimes it’s convenience—there’s a coffee shop on your way to work, for example, which would be an example of geographic necessity and ease.
Sometimes it’s a need—that you offer a product or service that helps them accomplish a life goal. And sometimes it might just be a Tuesday and they might just feel like spending money, and you offer a website that engages them in some way. That, of course, is a psychological spending decision.
Each of those will affect how you market to the different individuals, and how you group those customers together. The people who live within the radius of your coffee shop are definitely a geographic group, but those people who don’t are more of a behavioural segment when they come to visit for a cup at 10 a.m.
Why You Need To Use Behavioural Segmentation
Behavioural segmentation is based on the behaviour of your customers, the way they respond to, use or know of a product. This Infographic explains the basics of behavioural segmentation and why you need to use it.
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Nivea is an example of a brand using customer segmentation to better understand how different customer groups; adult females, adult males, and children (via parents’ purchases) thought about and used sunscreen. Their segmentation efforts resulted in a new product – A spray-on lotion that was easier to apply
Behavioural segmentation enables you to learn more about the behaviour of your customer groups. Observing and understanding how these groups interact with your organization will yield insights needed to deliver greater personalization and create products which meet the needs and demands of your customers.
When segmentation is followed up with customer feedback it leads to a highly personalized experience which ultimately improves customer loyalty.
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