The Ultimate Guide to Ecommerce Customer Segmentation

3. The current state of Ecommerce customer segmentation

In CM Commerce’s 2016 customer segmentation survey, 73% of the 252 Ecommerce store owner respondents stated that they did not use customer segmentation. The remaining 27% did, although their commitment to fully leveraging customer segmentation varied. Of the survey respondents who used customer segmentation, 23% spent an hour or less each month on segmentation marketing. 44% spent 2 to 5 hours each month, 9% spent 6 to 10 hours, 12% spent more than 10 hours each month on segmentation marketing, and 12% replied saying, “I don’t know.”

Those that truly invest in customer segmentation are outliers. For many Ecommerce entrepreneurs, segmentation is an afterthought. Though, numerous studies reveal that even small attempts at segmenting your audience and customizing your marketing message can have a huge impact on your marketing performance — and sales.