Who are your customers?
Why should I make use of segmentation?
The use of segmentation can assist businesses in making sure that they make the most of what they can offer and don’t dilute the quality of their product by trying to be all things to all people. Sometimes it can be difficult to serve the needs and motivations of different groups effectively.
For instance, couples in pursuit of some precious time together may not want to share their space with young children. Similarly older couples seeking a bit of peace and quiet have quite different expectations to a group of young people hoping to experience some local nightlife.
Moreover, once a business has made a decision about the motivations of its target audiences it can then focus on delivering some of the added extras that will appeal to them.