Segment-of-one marketing: steps to follow to make it pay off

WITH the proliferation of smartphones and the growing amount of personal data available, a "segment of one" marketing and sales approach is now rapidly becoming reality. Most consumers have proven willing to surrender a degree of privacy and share their personal data if they receive services, content or other features that they value in exchange.

The upshot of such personalisation for company performance: In our experience, a segment-of-one approach, implemented thoughtfully at the right moments, can lift sales and allow companies to charge a premium price for the personalised experience. A recent survey of US consumers and retailers by Infosys found that among retailers using personalised of…