Retail: Customer Segments and Personas
Description
Explores consumer segmentation strategies; persona development for targeting; psychographics and behavioral segmentation; and the use of IT for understanding, segmenting, and predicting customer needs in retail.
Learning Objectives
Learners will be able to apply segmentation frameworks, design customer personas, synthesize demographic and behavioral insights, and use IT platforms (CRM, analytics) to enable data-driven segmentation and experience personalization.
Topics (8)
Explores hyperpersonalization engines, A/B testing, dynamic recommendations, and targeting algorithms.
Guides learners through persona templates, customer journey mapping, and personalization strategies.
Explains bases for differentiation and how IT enables smarter segmentation decisions.
Explores profiling attributes, relevance to product design, and channel mix.
Covers psychographic frameworks, purchase cycle analytics, and tools for mapping digital behaviors.
Explains journey mapping tools, digital and physical touchpoints, friction points, and NPS tracking.
Covers customization of offers/content based on channel preferences and CLV metrics.
Reviews use cases for CDP, CRM, analytics, live personalization, and integration APIs.