Customer Segmentation

Learn how Steven identified specific customer subsets within broader demographics to dramatically improve targeting effectiveness. Discover practical methods for analysing purchase data to find your highest-value customer segments and create targeted strategies that resonate with their specific needs and purchasing behaviours.

Dan demonstrates how to segment customers based on their position in the buying journey, not just demographics. Learn how someone who's just signed up needs completely different messaging than someone who abandoned their cart, and how to create targeted experiences for each segment that move them forward in their decision-making process.

Go beyond basic demographics to understand deep customer use cases and motivations. Learn how to create targeted experiences that feel personally relevant, driving higher engagement and lifetime value through behavioural segmentation.

Users will understand how B2B customer segmentation differs fundamentally from D2C approaches, including enterprise buyers requiring EDI integration, distributors needing punch-out capabilities, and mid-market customers wanting traditional ecommerce experiences with custom pricing and account terms.

Discover how to identify and understand different customer segments based on emotional needs and behaviours. Laura explains why understanding your best customers isn't always enough and how to avoid shaping strategy around a small segment whilst missing the broader customer base.

Most Black Friday email campaigns fail because brands ignore the deliverability fundamentals that Google, Yahoo, and Microsoft now demand. Robby Bryant from Campaign Monitor reveals why email delivers 30-40X returns when done correctly, breaking down the authentication requirements (DKIM, SPF, DMARC), the specific metric thresholds that determine inbox placement (spam complaints under 0.1 percent, unsubscribes under 1 percent, bounces under 2 percent), and why consistent cadence matters more than clever subject lines for Black Friday success.

Louise Doyle built Needi.co.uk from a struggling DTC gifting site into a £2 million corporate gifting business by refusing to treat gifts like commodities. By understanding the psychology behind why people give gifts and focusing on connection over transactions, she has scaled a concierge service that supports local businesses while projecting £5 million in revenue. Her unconventional journey proves that in competitive e-commerce markets, building trust and relationships is more effective than competing solely on price and efficiency.

Matt Edmundson introduces the FUEL Framework (Foundation, Unlock, Elevate, Leapfrog) as a systematic approach to customer growth that addresses rising acquisition costs—which have surged 222% since 2013. Rather than choosing between acquisition and retention or over-relying on paid advertising, the framework provides a strategic roadmap covering email optimization, referral programs, strategic partnerships, advanced segmentation, and experimental tactics that help eCommerce brands build sustainable, diversified customer acquisition systems capable of weathering platform changes and algorithm shifts whilst maintaining profitability.

The episode touches on understanding different customer attachment styles and preferences, such as how some customers prefer utilitarian value while others are motivated by social recognition and community features.

Tanner shares a case study about discovering that expats in Spanish-speaking countries converted much better than US travelers, demonstrating the importance of proper customer segmentation and targeting for business success.

Discover why 95% of brand decisions happen unconsciously and how eCommerce brands can master the art of being distinctive rather than just different. Staeven Frey reveals the brand science methodology behind memorable customer connections, explaining how distinctive brand assets across five sensory categories create lasting recognition whilst maintaining category credibility. Learn the systematic approach Fortune 500 companies use to build brand authority pyramids and why traditional positioning strategies fail in our System 1 thinking world.

Anna Frapwell reveals how family and women's wear brands can master multi-channel marketing by understanding the unique psychology of distracted parent customers. Discover why focusing on three channels done exceptionally well beats spreading resources across ten platforms, the genius of targeting sleep-deprived parents at 2AM, and how creative volume builds brand familiarity through multiple touchpoints. Learn the foundation-first framework that prioritises website conversion before ad spend.

Gen Z marketing requires abandoning traditional approaches in favour of authentic, native content on platforms like TikTok and Snapchat. Claire Daniels reveals how this digital-native generation prioritises values-based purchasing, researches extensively before buying, and responds to user-generated content over polished advertising. With TikTok leading at 48.8% preference among Gen Z and offering significantly lower advertising costs than Meta, early adopters gain competitive advantages through consistent, smartphone-filmed content that feels genuine rather than promotional.

Most eCommerce websites fail because they're created without strategic planning and treated as one-time projects rather than ongoing sales optimisation tools. Diana Simpson reveals why the "build it and forget it" mentality kills conversions and shares her framework for creating websites that systematically guide visitors towards purchase decisions. Learn how strategic niching, hero section optimisation, and email integration transform underperforming sites into revenue-generating machines that build lasting customer relationships.

Google's Chief Measurement Strategist Neil Hoyne reveals five marketing personas that sabotage eCommerce success, from the "bar persona" that rushes customers into immediate commitments to the perfectionist paralysed by imperfect attribution. His shocking revelation about one customer's 260-interaction journey to buy shoes demonstrates why traditional attribution is impossible, challenging marketers to focus on relationship building and ecosystem performance rather than perfect measurement. This framework helps eCommerce businesses identify their destructive marketing patterns and transform them into sustainable, customer-centric approaches.

Most retailers implementing AI are unknowingly destroying their businesses through "people who like this also like this" recommendations that drive customers to bestsellers whilst killing long-tail inventory. Alan Gormley from Shopbox AI reveals how proper retail AI creates unique stores for each customer, transforming generic browsing into personalised shopping experiences that increase engagement, margins, and competitive differentiation without requiring platform overhauls.

Discover how Mason is democratising AI-powered personalisation for small eCommerce brands. Kaus Manjita reveals how her platform brings marketplace-level technology to solo-preneurs through no-code solutions, enabling intelligent customer understanding and decision-making that turns browsers into buyers. Learn about the three generations of commerce evolution and why the future belongs to brands that master consumer-centric discovery rather than search-based selling.

Most subscription programmes fail because they're designed for business convenience rather than customer needs. Ben Fisher reveals why the number one reason customers cancel isn't product dissatisfaction but receiving "too much product." His on-demand framework creates a middle ground between one-time purchases and traditional subscriptions, giving customers control whilst maintaining predictable revenue. Discover how design-first thinking and proactive communication can transform subscription experiences and serve the 80% of customers who don't want traditional subscriptions.

Most e-commerce brands treat customers as numbers in analytics dashboards, missing the fundamental truth that behind every website visit is an individual human being. Monica Sharma-Patnekar's 4D Framework transforms customer understanding through genuine conversations rather than cold data, revealing the desires and stories that drive purchasing decisions. By implementing systematic customer interviews and treating insights as strategic business intelligence rather than customer service tasks, brands build sustainable loyalty that compounds over time whilst rediscovering the joy in business building.

Chris George reveals why modern consumers prefer "usership over ownership" and how subscription models deliver the convenience today's customers crave. Drawing from his experience building Gentleman's Box and creating Sub Summit, Chris explains how subscriptions help eCommerce brands compete with Amazon through relationship-building rather than price competition. Discover why subscription-only models outperform traditional eCommerce and learn the exclusivity strategies that create waiting lists instead of churn.

Most e-commerce websites treat every visitor identically, missing massive conversion opportunities. Eric Melchor reveals how micro engagements—small, helpful interactions that build trust gradually—can triple conversion rates without requiring technical expertise. Discover the no-code personalisation strategies that help small businesses compete with enterprise brands by creating meaningful connections through simple questions, geo-targeting, and conversational pop-ups that transform ordinary websites into irresistible sales platforms.

Discover how plain text emails outperform fancy HTML designs by building genuine relationships instead of screaming "advertisement." Christian Simovic reveals why daily emails work when done right, how taking controversial positions builds loyal tribes, and why spell check might be hurting your profits. Learn the psychology behind emails that generate responses like "I can't agree enough with your take" and transform casual subscribers into customers who actively want to hear from you.

Cart abandonment affects 70% of online shoppers, but most brands focus on recovery rather than prevention. Valon Xhafa reveals how AI can predict abandonment before it happens by understanding consumer psychology and the paradox of choice. His system analyses 250 behavioural data points to provide real-time interventions, whilst also predicting which products will be returned before purchase. This approach transforms cart abandonment from a recovery problem into a prevention opportunity.

Most eCommerce brands accept 5-10% customer retention as normal while Brandon Amoroso consistently delivers 90% open rates through systematic retention marketing. His framework moves beyond basic email campaigns to create personalised, data-driven experiences using advanced segmentation, transactional email optimisation, and strategic SMS implementation. Learn the documentation systems, customer journey mapping, and implementation roadmap that transforms one-time buyers into loyal advocates without relying on expensive acquisition channels.

Discover how to join the creator economy by doing what you love rather than chasing algorithms. Tomer Hen, Forbes 30 Under 30 entrepreneur, reveals why authenticity and consistency beat viral tactics, how to build your own brand instead of relying on partnerships, and why understanding who you serve matters more than what you sell. Learn the community-first approach that transforms content creators into successful brand owners

Black Friday doesn't have to mean panic or margin destruction. Chloe Thomas answers the most pressing questions facing eCommerce businesses, from voucher code strategies to segmentation approaches. Discover why you have permission to skip Black Friday entirely, how landing pages protect margins better than discount codes, and why the winners this year will be those who get sales whilst protecting profitability. Learn the strategic framework that separates sophisticated operators from businesses "doing something silly."

Most eCommerce businesses don't actually know their products' environmental impact—and neither do their customers. Austin Simms reveals how Day Rize transforms sustainability measurement from a three-month, £50,000 process into minutes at £25 per product. Discover why transparency beats marketing claims, how five-dimensional scoring provides actionable insights, and why small businesses can use sustainability as a genuine differentiator against corporate giants. With only 28% of consumers trusting business sustainability claims, verified transparency becomes the ultimate competitive advantage.

Discover why email flows consistently outperform campaigns and how to systematically increase customer lifetime value without constant discounting. Daniel Budai, founder of seven-figure agency Budai Media, reveals the metrics that actually matter for retention, creative alternatives to discount dependency, and the exact email flows that transform one-time buyers into loyal customers. Learn practical strategies for segmentation, the design versus copy debate, and why retention marketing delivers higher returns than acquisition for eCommerce businesses of all sizes.

Discover how LinkedIn Events generate thousands of qualified email leads for eCommerce businesses. Patrick Collins reveals the exact framework he used to capture 5,000 email addresses and double monthly revenue from a single 60-minute event. Learn why LinkedIn remains the most underutilized platform for eCommerce growth, how to find your target audience through groups and courses, and the step-by-step process for hosting events that actually convert attendees into customers.

Discover how to find your remarkability and create competitive advantage against larger competitors like Amazon. Rich Brooks, founder of Flyte New Media with nearly 30 years' experience, reveals his four-lens formula: Find what's already remarkable about your business, Focus on narrower audiences for deeper expertise, Fashion new offerings aligned with your values, and Frame what you do from fresh perspectives. Learn why specialists earn more than generalists, how saying no to customers strengthens your business, and practical ways to implement remarkability across your eCommerce operation.

Discover why AI is no longer just for tech giants with unlimited budgets. Shanif Dhanani, former Twitter data scientist and Apteo co-founder, reveals how eCommerce stores with just 1,000 customers can leverage predictive analytics to transform Facebook ROAS from negative to profitable, boost email open rates from 30% to 60%, and personalise product recommendations at scale. Learn the minimum data requirements, practical implementation strategies, and why "just advanced statistics" is revolutionising small business marketing.

Discover how Amazon sellers can build thriving independent brands whilst reducing platform dependency. Lauren Gonzalez reveals why relying solely on Amazon creates unsustainable risk and shares her proven framework for transitioning to brand independence. Learn how to uncover your business purpose, understand your actual customers, leverage values for differentiation, and implement content strategies that build loyal audiences. From mood boards to influencer partnerships, this comprehensive guide provides actionable steps for creating a brand that stands strong beyond any single platform.

Most eCommerce brands track customer behaviour but still struggle with personalization. Gen Furukawa reveals how zero-party data—information customers willingly share—transforms generic marketing into personalized experiences that increase average order value and customer loyalty. Discover the quiz framework that successful brands use to capture preferences, simplify buying decisions, and create segmentation that actually drives revenue. Learn why only three out of ten brands execute personalization effectively and how to join the winners.

Discover how the British military's strategic framework for modern warfare can transform your eCommerce business growth. Stuart Leo reveals seven questions that create clarity, alignment, and focus—helping Digital Davids compete against corporate Goliaths. Learn why complexity is killing your strategy, how purpose differs from vision, and why the art of leadership is learning to say no. With practical examples from Facebook to specialist tool shops, this framework turns strategic thinking into actionable results.

Discover why one ideal customer can equal ten poor customers in eCommerce profitability. Valentin Radu reveals how RFM segmentation and customer research transformed a weighted blanket company that thought they were selling comfort but were actually solving medical sleep problems. Learn the three pillars of customer value optimisation, why most businesses don't understand what they're actually selling, and practical steps to identify your "soulmate" customers who drive sustainable growth.

Discover why micro-influencer marketing delivers better ROI than celebrity endorsements and how to implement it properly for your eCommerce brand. David Morneau from inBeat Agency shares his framework for finding the right micro-influencers, negotiating fair pricing, creating scalable content strategies, and building long-term partnerships that drive consistent sales. Learn the practical steps for starting small, avoiding common pitfalls, and turning micro-influencers into your decentralised content creation engine.

Discover the Facebook ad strategy delivering 8:1 returns for eCommerce businesses in the post-iOS privacy era. Meredith Kallaher reveals how to build warm audiences for 3-4 pence per video view, grow Instagram followers at £2 each, and structure conversion campaigns that actually convert. Learn the systematic testing approach that identifies winning audiences whilst competitors struggle with rising costs and declining performance in the new privacy landscape.

Discover why your logo isn't your brand and what actually matters when building an eCommerce business from scratch. Josh Catchpole, graphic designer at Aurion Digital, reveals why branding is personality rather than visuals, how to define values that translate into design, and why consistency matters more than perfection. Learn the mood board method for non-designers, how to understand your customers deeply enough to brand for them rather than yourself, and what to look for when hiring a designer. From kitchen table startups to major rebrands, get practical frameworks for building brands that customers actually remember.

Everyone knows acquiring customers costs five to twenty-five times more than retaining them, yet eCommerce businesses remain obsessed with acquisition. Will Laurenson reveals why customer value optimisation—focusing on post-purchase experience, retention strategies, and creating customers who actively promote your brand—delivers better results than endlessly chasing new customers. Discover practical strategies from QR codes in packaging to strategic follow-up emails that turn one-time buyers into loyal advocates.

After sending over 100 million emails, Gabriella Rapone reveals why most eCommerce businesses have email marketing completely backwards. Forget subject line tactics—email reputation is the foundation nobody teaches. Discover why Gmail users aren't your most profitable subscribers, why you should sell clicks instead of products, and the three daily principles that transform email performance. Learn which email service providers support growth versus churn, why understanding your list makeup matters more than open rates, and how to stop driving blind with your biggest revenue channel.

Most businesses start their advertising campaigns at step five instead of step one, immediately jumping to keywords and placements without real strategy. Jared Spiewak reveals how this fundamental mistake costs businesses millions—just like Uber's $100 million waste and P&G's $200 million unnecessary spend. Learn the buyer persona framework that transforms 1% conversion rates into 5-7%, discover why conversion tracking beyond purchases matters, and understand placement management strategies that can reduce wasted ad spend by 60-80% whilst maintaining performance.

Discover what eCommerce businesses need to know about navigating a COVID Christmas. Tech sales leader Ian Moyse and behavioural psychologist Padraig Walsh share insights on digital transformation, consumer psychology during lockdowns, and how to leverage deadline pressure positively. Learn why hope isn't a strategy, how to create the right emotional experience, and practical steps to capture market share whilst brick-and-mortar stores struggle with restrictions.

Discover why most eCommerce businesses focus on marketing before establishing proper foundations—and how this costs them growth. Tony Guarnaccia's Results Loop reveals the six interconnected factors that drive sustainable profit growth: Markets, Offerings, Value, New Buyers, Size, and Loyalty. Learn why loyalty (not marketing) should be your starting point for established businesses, and how small steps compound into remarkable results when applied in the correct sequence.

Discover how to transform email marketing from scattered campaigns into strategic customer lifecycle marketing that optimises engagement. Kath Pay, with over 20 years of email marketing expertise, reveals the three pillars of customer experience email marketing, five essential email types most businesses neglect, and why strategy must drive tactics rather than the reverse. Learn how lifecycle marketing creates personalised journeys that deliver email marketing's proven 122% average ROI—four times higher than any other digital channel.

Discover why no one believes salespeople and how customer-centred storytelling converts browsers into buyers. Marcus Cauchi reveals the hierarchy of belief that governs purchasing decisions, explains why making customers the hero drives conversion, and shares his proven testimonial template that generates page-long responses. Learn which three types of customers to interview, how one fashion brand added £12 million in quarterly revenue by understanding customer stories, and why thinking as your customer—not about them—transforms marketing effectiveness.

Discover why your Shopify store attracts traffic but generates no sales, and learn the five essential fixes that convert visitors into customers. Elle McCann, a founding Shopify expert with seven years of experience, reveals the uncomfortable truths about product quality, customer targeting, and website design that most store owners miss. From embellishing product descriptions to choosing the right advertising platforms, these practical strategies transform struggling Shopify stores into profitable businesses

Discover the six psychological triggers that drive every purchasing decision your customers make. Meyrick D'Souza reveals how reciprocity, scarcity, authority, consistency, liking, and consensus shape eCommerce success—and why understanding these weapons of influence provides lasting competitive advantage whilst tactics change constantly. Learn ethical applications that transform browsers into buyers through genuine persuasion rather than manipulation.

Discover how to sell luxury goods online without discounting. Casey Golden reveals why high-end eCommerce requires abandoning conventional conversion tactics in favour of service-as-product thinking. Learn the psychology behind luxury purchases, how to build trust with high-value customers, and practical steps for creating concierge experiences at scale that justify premium pricing.