Retailers Should Rethink Customer Segmentation to Be More Relevant

Covid-19 calls for a change of strategies

an illustration of woman in sunglasses with a stack of heels on her left and a stack of toilet paper on her right
Retailers should reflect changes in ongoing audience segments with shifted ad dollars. Illustration: Aanya Gupta

The retail landscape has changed enormously in the last few weeks because of the coronavirus. More than anything, online shopping is becoming more important to consumers because people need to stay home for their health.

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Ryan Wuerch is the founder and CEO of Dosh, a cashback app on a mission to democratize advertising while moving billions of dollars to millions of people.