Today we are so used to buying online or in large-scale retail chains that perhaps we no longer remember what it was like before.
It was bought in shops, where the real plus was the kindness and helpfulness of the sales assistant who encouraged you not only to finalize the purchase , but also to come back and talk about it in a positive way to your friends. The essence of commerce and therefore of marketing is contained in these few elements. It is clear that what played a fundamental role was the human factor .
In recent years, commerce has moved decisively to the digital channel and actually bringing the human factor online has not been easy at all. However, it is possible to recreate something similar, focusing on the personalization of the user experience , that is, making the potential customer feel at ease, offering him content list of antarctica consumer email and products truly designed for him, advising him as the aforementioned shop assistant would do. What is personalization if not the transfer of the human factor to the cold and analytical world of digital?
Advanced profiling and segmentation
To achieve this goal, technology intervenes, even if skillfully guided by man. The aim is to know the potential customer as much as possible, to collect data, systematize it and process it with algorithms that can even predict his next move . More or less what the expert salesman did when he found himself in front of a new customer: he looked him over, tried to understand what type he was , offered him the product that could be right for him. Advanced profiling and segmentation propose this same path in the digital world.
With profiling, you collect as much data as possible about the user : age, gender, purchasing and browsing habits, but also interests, tastes, lifestyles, values and needs. With the help of some platforms, you can integrate various data sources, online and offline, from different channels and collect data at all available touch points. It's as if salespeople from different stores in the same chain were talking to each other and comparing their latest experiences with customers. In reality, this is exactly what happens and all the data ends up in a CRM , a database that collects user data, particularly valuable material for those who work in marketing.
And segmentation ? Based on the data collected, ideal customer models, buyer personas, are outlined. Users are grouped into macro groups characterized by certain factors in common: the same purchasing habits, the same job, and so on.
