Grab uses segmentation to fuel customer engagement | WARC | The Feed
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Grab uses segmentation to fuel customer engagement
Grab, the ride-hailing service based in Singapore, relies on a nuanced segmentation strategy to better engage and serve different customer groups.
Why it matters
Most companies have a broad customer base, with different levels of usage, value, affinity, and so on. By segmenting these consumers, marketers can identify specific behaviours, needs and painpoints, and respond to them accordingly, rather than utilising a one-size-fits-all strategy.
- The “holy grail” for Grab is to understand each consumer at the individual level, reported Jerry Lim, the company’s vp and regional head of CX.
- As a first step in that direction, Grab now breaks...
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