Guest Opinion Why retailers should move from segmentation to individualization to reach mobile shoppers

Many retailers are on board with segmenting their customer base in an attempt to make marketing more personal. But the mobile revolution is making even that redundant – these days you have to think individualization instead. Kurt Heinemann, CMO of Reflektion explains
In July 1956, Wendell R. Smith, president of the American Marketing Association (AMA) and the first president of the Marketing Science Institute, explained a new concept to readers of the Journal of Marketing: segmentation. Smith’s award-winning article described it as “a rational and more precise adjustment of product and marketing effort to consumer or user requirements… The …

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