As retail marketers work towards creating tailored experiences for their customers, quite often there is a little confusion around the best way to truly create an memorable customer experience - when do you segment to serve a specific customer group? Is it better to personalise based on the individual customer?
With customer expectations continuing to shift and rise to meet the levels of brands like Amazon, Netflix and Deliveroo - where do retailers start and how do they decide what to do?
This blog post aims to discuss where and when is the best time to use either personalisation or segmentation.
To read how to get started with personalisation and scale it to your brands needs - read our post here. For more on how to personalise in line with your brand's need, check out our latest download "One size fits none: the retail marketers's guide to newsletter personalisation" and discover how to tailor your broadcast emails in a time of batch-and-blast.