Not all customers are created equal — and they shouldn’t all pay the same price. In this episode of Main Street Matters, Patrick Keiser continues our series inspired by Thomas Nagle’s The Strategy and Tactics of Pricing with a deep dive into customer segmentation — the key to understanding who truly values your products, services, and experience.
As Nagle writes: “Value is always specific to a particular segment of customers.”

In this episode, you’ll learn:

• Why treating every customer the same is costing you profit and loyalty
• The five common retail segments — from bargain hunters to loyal locals — and what each truly values
• How to identify and track your own customer segments using simple observation and data
• Ways to design prices, offers, and bundles that let each group self-select naturally
• Real Main Street examples of stores using segmentation to serve better and earn more

If you’ve ever wondered how to please different customers without discounting across the board, this episode will show you how to price smarter and serve everyone more effectively.
Keywords: independent retail, small business pricing, customer segmentation, value-based pricing, retail strategy, pricing psychology, Main Street marketing, The Strategy and Tactics of Pricing, Heart on Main Street, Patrick Keiser