Treat each customer as a market segment of one
What killer-apps.com says :
Create, cheaply and consistently, a customer offering that is unique;not just one time—but every time.
What we undersootd :
One very important trend today in marketing is the generalisation of individualisation. The association of two traditionnaly opposed meanings is very significative of what happens today.
Actually, there are three kinds of mass individualisation:
- The individualisation of the message follows the product. The product is the same, but the message is personnalised. The way of producing the products don't change.
- The optional trend. This is the individualisation of some aspects of the product. The way of producing can change but not a lot. The personalisation of the product is not total but partial.
For instance, we can think of the cars (air conditionning,...)
- The total personalisation of a product is the third step of changings. For instance, with Valmary, we can have the skirt of our choice that will be totally unique. We can also personnalise our stamps.
These trends are really fascinating, this a real revolution in marketing, and the Internet is a very good tool for that kind of maketing to expand. it satisfy our will to be all different, which can be reckoned as a paradoxe, but which is also our real world!
This also part of a general trend in our society of the expression of the customer itself. Companies can know exactly what they will sell, so they can be more precise on what they will produce.
In the same way, we can talk about all the poliytical debates that arise controversy today, such as the participative democracy.
A large tendency today is to say that the expertise comes from people who have the experience of the everyday life.
The question is where are we going like that?
Does this means in a long term more unemployment? Is this the end of the stores in the street? If we can have a very special link with the product, can we have a special one with the producer?
Tags : customer market segment strategy
Pages ayant pour tag : segment
- segment : Treat each customer as a market segment of one
