There is no such thing as todays consumer and that is a great thing. The travel and hospitality industry, for instance, serves a wide range of customers looking for a tremendous variety of experiences at a range of price points for different travel purposes. They simply cant be lumped together. The same is true of consumers generally. When businesses step away from this type of generalization, it allows for better focus on something more productive: individualization. What approaches and practices will help them best understand their customers and tailor their offerings to satisfy their unique needs and preferences?
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