Segmentation by behaviour, not identity. Retail teams don’t need personas. They need patterns. For decades, retail segmentation has relied on demographic assumptions:📍 Age📍 Gender📍 Income📍 Location These categories are tidy. They’re familiar. And they’re increasingly misleading. Because in physical retail, behaviour doesn’t follow the script . 🧠 The Problem with Demographic Segmentation We assume older shoppers dwell longer. We assume Gen Z wants speed and immersion. We