Demographics Don’t Matter: Lessons from the World Retail CongressTheodore Iacobuzio |
Global Insights’ 5personas work is resonating with the crowd here in Paris at the World Retail Congress. At the same time, it’s important to note the tight focus of the Digital Sharing and Trust Study, as it’s formally known: all Global Insights set out to do was to look at consumer attitudes regarding their personal information; we discovered that to assume an Open Sharer, for example, must necessarily be a millennial is rash to say the least. In fact, it’s false.
But the secondary, if not tertiary, if not nonexistent role of demographics in consumer attitudes regarding personal data online is something of a theme here at the CNIT Convention Center at Paris La Défense.
Not only did my fellow panelists Alex Wilcock of Visual DNA and Dave Robinson of Boots echo these insights, others at the conference seem to have reached similar conclusions by different routes, and indeed followed such ideas to their logical conclusion: if demographics are secondary, then segmentation becomes very fine grained indeed
At a session Oct. 7 on retail innovation, Patricia Waldron, director of global retail solutions at IBM Corp. promoted the idea of “über personalization—segments of one.” And Ruth Spencer, director of loyalty and multi-channel at Boost UK noted that the CIO reports to her, stressing the importance of data analytics, which enable merchants to connect “the why and the how”.