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

Why Age Matters in Physical Store Analytics—and What to Do About It We often hear that physical retail is in decline. But the reality is...

Retail isn’t short on data—it’s short on clarity. As @Sterling Raehtz recently reminded us, legacy metrics can be comforting but...