Where Segmentation Falls Sho A Formation White Paper / January 2020 T oday’s consumers have incredibly high expectations from their favorite brands. A new approach is needed to build long-term cuomer loyalty. Basics like quality service and fair pricing are no longer enough. Modern consumers seek proactive service, personalized interactions and connected experiences across all channels. And the brands that deliver the be personalized oers will be rewarded with long-term cuomer loyalty. To achieve the personalization cuomers are seeking, marketers can no longer send the same oers to everyone. They mu find a way to engage and appeal to consumers with messaging that is uniquely tailored to them. Segmentation isn’t eective in engaging cuomers at an individual level.

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