Most businesses know about customer segmentation—grouping customers by age, gender, income, or geography. For years, this has been the foundation of marketing. But the truth is, today’s customers don’t live in one box. They scroll Instagram, chat on WhatsApp, browse your website, and sometimes visit your physical store; all in the same week.
The challenge? Traditional segmentation can’t keep up. It’s too static, focused only on broad categories, and blind to the dynamic behavior of modern consumers. The result is marketing that feels generic, campaigns that cost more, and customer experiences that lack connection. No wonder 52% of customers switch brands if they don’t feel communications are personalized (Salesforce).
From Traditional Segmentation to Omnichannel Segmentation
This is where omnichannel segmentation comes in. It’s the evolution of customer segmentation, powered by omnichannel marketing. Instead of treating interactions on Instagram, WhatsApp, email, and in-store as separate, omnichannel segmentation unifies them into one living profile.
Imagine a customer who browses a product on your website, later asks a question via WhatsApp, and then walks into your store. With omnichannel segmentation, all those touchpoints connect into a single view. That means your next message, whether by email, chat, or in person, can be tailored with full context—making the customer feel recognized and valued.
Why Omnichannel Segmentation Works
1. Personalization That Feels Relevant
Omnichannel segmentation allows businesses to respond to real behaviors, not assumptions. A customer who engages with your promo on Instagram can get a personalized WhatsApp follow-up with related offers. This kind of contextual personalization boosts engagement and conversions. In fact, 93% of customers are more likely to make repeat purchases from brands that deliver excellent customer experiences (Zendesk).
2. Data-Driven Insights That Drive Growth
By unifying data across channels, businesses can identify high-value segments, such as repeat buyers or high-intent shoppers, and focus resources on them. Instead of wasting budget on broad campaigns, marketers invest where it matters. According to McKinsey, advanced segmentation strategies can increase revenue by up to 20%.
3. Consistency That Builds Loyalty
Customers don’t think in channels; they expect seamless experiences everywhere. Omnichannel segmentation makes it possible. A shopper who adds an item to their cart online and later visits the store can be greeted with relevant recommendations. This consistency strengthens trust. Research shows omnichannel customers spend 10–30% more than single-channel customers (Harvard Business Review).
The Bottom Line
Customer segmentation is no longer just about demographics or behavior; it’s about creating a complete, connected view of the customer journey. Omnichannel customer segmentation makes personalization sharper, campaigns smarter, and loyalty stronger.
With Mimin’s Omnichannel Inbox, businesses can unify conversations from WhatsApp, Instagram, email, and more into a single dashboard—making omnichannel segmentation practical, powerful, and ready to drive growth. Talk to us today to give your customers the best omnichannel experience!
ABOUT MIMIN
Mimin is a platform that helps businesses to create conversational customer journeys with Artificial Intelligence. With Mimin, businesses can effortlessly build chat journeys and establish a positive customer experience.
The applications that can be generated include, amongst others, the ease of running chat commerce, chat campaigns, customer automation, omnichannel inbox, and Generative-AI chatbot.
With Mimin, businesses can deliver superior customer experiences, strengthen customer relationships, and build stronger customer loyalty.
Learn more about Mimin by contacting:
Mimin
PT. Admin Pintar Kita
Graha Charis Siem
Jl. Tanah Abang 5 No. 21, Central Jakarta
Phone: +62 856 0322 5212
Email: halo@mimin.io
