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10 March 2021
Grab uses segmentation to fuel customer engagement
Digital transformationCustomer experience
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.