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3 Things You Must Know About Segmenting Your Shopping Mall Database for More Personalized Marketing

4 minute read - Posted by Daniel Wagstaff on Oct 8, 2020 5:48:00 AM

You may already know why shopping mall customer segmentation and personalization are important (if not, read our blog post stat!). In getting your plan together, here are the challenges:

  • The information you collect from shopping mall customers may be coming from different channels, including SMS, social, and mobile platforms. Customer data is often spread out among many silos, making it difficult to pull information together.
  • Not all customers are going to respond to you the same way and at the same time. Not all of your marketing will appeal to everybody. That’s why you’ll need to segment your data, so that your marketing can be targeted toward different groups with different priorities.

The solution: “customize your customers” into subgroups. Market to each group in ways that will best attract them. In order to do this, you need your shopping center segmentation database to be at its very best -- clean and tight. The hardest part of customer segmentation is knowing exactly how and what to segment; the easier part, believe it or not, is actually getting the database clean and tight.

It can be daunting at first. The dizzying amount of data available to you can feel overwhelming. Where and how do you begin to tackle this? What do you do with the data and how do you make it work best for you?

All of this can be achieved with the help of software tools such as M360 which is the industry's premier shopping mall marketing solution. The results give you real-time delivery of the specific information you need, all accurate and up-to-date. You would be able to access this data in minutes, with no trouble.

Ultimately, putting effort into customer segmentation will give you benefits that keep on giving:

  • Gain new customers and shoppers
  • Improve customer visit frequency
  • Expand and connect existing customer profile data

Collecting customer data comes from a wide range of customer behaviors that you can record and store, including:

  • Emails
  • Website views
  • Social media
  • Direct marketing
  • Specific website searches
  • Indoor advertising

In order for all of this data to be a valuable resource for you, you will need to organize and analyze it. Information like this can help you:

  • Identify customer needs and shopping trends
  • Develop new services
  • Improve your quality control

Before all of this can happen, these are the three things you must do before you begin to segment customer data:

1. Know how to integrate your data

This is the process of collecting and consolidating all of the information you have about your shopping mall customers. This information can include:

  • Customer contact details
  • Demographic information
  • What data you’ve gathered through your customers’ shopping activities
  • How they responded to your marketing.

Once you have this data all in one place, you can begin to manage it so that it can be easily shared among all the members of your organization.

Unifying your data will give you a better idea of who your customers are and how they behave. You’ll learn who is the most loyal and who you need to target for customer retention. You’ll also begin to spot trends that can help you create future marketing.

2. Clean your data

The only way this information will serve your purposes is if it is up-to-date and “clean.” This means:

  • No duplicates
  • You can easily transfer other and different digital formats into your system.

Here are some ways to get your data as clean as can be:

  • Narrow the entrance.

If you create one point of entry for entering information, you can reduce the risk of duplicate data.

  • Use tech to help you clean.

Data tools are available that allow you to clean your data in real time. With consistent use, your database should become increasingly cleaner.

  • Correct the errors.

If you are seeing a pattern of errors (and where they are coming from), you can work toward fixing/correcting it. If any of the data is corrupt, you can delete it.

  • Identify and delete duplicate data.

Working toward eliminating duplicate data will help you when it comes time to analyze. Most data tools can help you do this by automating the process and finding duplicates.

  • Groom your data frequently.

Don’t let your newly clean data get sloppy. Check over it frequently, and update names, phone numbers and emails. Make it a habit.

  • Share the process.

Let your staff know that a cleaning process is in play and that the goal is to standardize and clean the data. The result should be an easier time of customer segmentation and a more seamless way to target your customers. The more your staff understands the value of this process, the more everybody can get on board and work together as a team.

If your customer segmentation is going to be successful, don’t settle for anything less than making it reliable.

  • Know your overall objective

In order to create clarity when forming your overall objective, ask yourself:

  • How well do I know my customers and what more do I need to know?
  • What are my biggest marketing and sales challenges?
  • What are the specific reasons I am consolidating my customer data?
  • What metrics am I establishing to track my business goals?
  • What new types of customers am I trying to attract?
  • Who on my staff am I involving in the process?
  • What trends am I seeing among customers?
  • Who are my competitors and how are they attracting customers?
  • What digital devices and social networks do my customers use?

Bottom line:

The key to successful customer segmentation is data, data, data. And it must be high-quality, clean, and properly integrated. Once you have this in place, you will be able to take your shopping center to the next level and create new shopping experiences for your customers. The more data you have about your mall shoppers, the clearer your picture of them will be.

Remember that every time shoppers visit your centers or your website -- and when they make a purchase -- they are providing you with information you can use. You can learn how they are responding (or not responding) and what new methods you will need to try in order to satisfy them and keep them coming back.

Topics: Shopping Centers