Buyer personas, segmentation, customer profiling - these are just different terms for figuring out who our customers are, how they act and what makes them tick. So, when companies want to do customer profiling, they often shop around for different ways to do it, trying to find the best fit. With markets changing and people's behaviours shifting all the time, the role of customer profiling in boosting sales has taken on a whole new meaning. We put together some answers to the questions we get asked the most about customer profiling.

Not too long ago, when two faceless entities engaged in commerce, there were only two variables: the product and its price. Businesses were often perceived as places where employees sought refuge from the hustle and bustle, and in dire circumstances, could be held accountable for everything. As philosopher Yuval Noah Harari eloquently stated in his book "Sapiens: A Brief History of Humankind," companies represent some of humanity's most imaginative creations. The fact that these two imaginative constructs engage in trade with one another is nothing short of ingenious!

Listing Nordic e-commerce pioneers, Swedish born Jotex will most likely pop-up on many lists. Their story started in 1963 crowing into a mail order business and since 2002 the Swedish home furnishing and decoration e-tailer has grown it’a business significantly in the nordic market. Together we went on an exploration to find out if ‘Omnichannel thinking’ and enhanced visual contexts could help improve the merchandising, the customer experience and the overall sales performance of an e-comm environment?