Gartner Research

How to Achieve One View of the Retailer Through Behavioral Segmentation

Published: 26 January 2015

ID: G00262082

Analyst(s): Kelsie Marian , Robert Hetu

Summary

Retailers are challenged to manage multichannel assortments that ensure every customer experience is consistent with the promise of personalization. At the same time, the onset of digitalization adds new urgency to retailers' need for managing increasingly large amounts of customer information.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Retailers that execute personalization strategies without advanced customer behavioral segmentation will not deliver success in the digital economy
  • Without delivering customer segmentation consistently across merchandising activities, retailers risk inconsistent customer-facing execution and customer dissatisfaction

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