Multichannel Marketing: Planning 2010: The Game Has Changed

Twenty years ago, I walked into a client’s office and observed a life-size cutout of a customer’s picture. She was a slightly overweight, 45-year-old woman wearing a rather unfashionable outfit. The marketing team nicknamed her “Sally Shopper.” I was told that Sally was there to remind staff of this company’s typical customer. Today, you know there’s huge diversity within your customer base. To be effective, your marketing program must be customer-centric, aimed at individual customers based on their unique characteristics.