In the area of customer experience and loyalty, demographic profiling is king. Building an outline of your customers through traditional demographic data, and tailoring customer experience and engagement programmes through this data has been standard for decades. But the landscape is changing. Two years ago, David McCorquodale, head of retail at KPMG claimed “age structure, ethnicity, household composition and demographic distribution of the UK population are all undergoing significant change and its implications are important for retailers to understand and anticipate.” Read more at Digital Marketing Magazine.
