As the well-known proverb states, “one shoe will not fit every foot”, and the same applies when it comes to customers. Brands cannot simply treat all their customers in the same way. Customers will want and need different things, and, therefore, will expect the brand to deliver an exceptional, personalized customer experience which reflects this. As a result, brands and their marketers will need to develop ways in which they can communicate with, and satisfy, these varying groups. This is where customer segmentation can help.