Curiosity Corner

Marketing leadership turnover often triggers new customer segmentation projects, but these resets rarely evaluate existing frameworks or their effects. Consequently, organizations fall into a costly cycle of reinvention. Segmentation becomes a political win rather than a strategic asset. To drive lasting value, marketers must view segmentation as a long-term capability that is integrated, goal-driven, and continuously managed.

Comparison shopping engines (CSEs) are evolving from simple price-check tools into high-intent brand discovery platforms. Shoppers use them to compare not just price, but relevance, lifestyle fit, and perceived value. To win, brands must lead with strong visuals, competitive value, and clear messaging. CSEs aren’t just performance channels—they’re key to earning loyal, high-value customers right at the moment of decision.

Keep Rate is a smarter metric for modern retail. It shifts focus from just managing returns to understanding what drives customer satisfaction. Unlike return rate, which looks back at problems, Keep Rate highlights what products work. It helps retailers identify winners, refine assortments, and reduce waste. By spotlighting success rather than just failure, Keep Rate supports sustainable growth and better customer experiences.

Focus on customers' needs during this back-to-school period to deliver experiences that will endure.

We all have our subscription stories; some are about outsourcing grocery shopping and using the extra time to care for ourselves, while...

Inclusive Loyalty Marketing, rooted in positive customer behaviors, ensures long-term growth.