Customer segmentation
Definition
Customer segmentation is dividing customers into groups based on characteristics such as industry, order volume, region, or type of customer relationship. This lets a company show different prices, catalogs, or communication per segment.
Not every customer sees the same thing
A wholesaler treats a customer who orders thousands of euros a month differently from an occasional buyer. Segmentation makes that distinction systematic instead of ad hoc.
Segmentation drives the web shop experience
Based on their segment, a customer automatically sees their own prices, a tailored product catalog, or specific payment terms as soon as they log in.
Practical example
A manufacturer splits customers by industry: construction companies see a different product selection than installers, with prices that match their negotiated contract.
Related terms
Personalization · Customer-specific pricing · Conversion rate optimization (CRO)
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