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Or is there a particular customer group that we should pay more attention to – including current non-customers?
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Separate marketing teams to manage customer acquisition projects and retention projects have proved effective in many companies, especially when the projects can be sharply defined by the needs of particular customer groups.
The company then segmented its customers into several archetypes and redesigned stores and the in-store experience to reflect the buying habits of particular customer groups.
We believe that there will be a change from decision making based on cocktail parties and haute couture fashion catwalks, to data-driven selection of styles that have the best predictive value of performing well within particular customer groups.
Meanwhile, Leah Busque took a highly local approach when it came to growing TaskRabbit: The company focused on particular customer segments first (groups of mothers, mostly) in certain areas before expanding geographically.
These groups may have no way of knowing whether another group has already extended credit to a particular customer.
Does the direct model imply a particular customer strategy?
Typically, we're not doing that job for a particular customer; it's for that customer's marketplace.
The second big customer group is at sea.
If this particular customer has a problem, all customers would have the same problem".
This customer group is growing at 17% with 12,000 potential customers.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com