A brand cannot consider its customer base as a uniform mass that can be treated in a monolythic way.
On the other hand, we understood that it is difficult and costly to act “one on one”.
Segmentation is a satisfactory and cost saving intermediary solution. It lets you group your customers into segments that are sufficiently homogenous that your marketing strategy captures them with a vision each one within the segments. Operational actions can then evolve from that.