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Every week—on a randomly selected day and time—a mid-sized grocery-and-drug store sent an online flyer to shoppers who had signed up to receive regular emails about special offers.

The store’s email list was segmented, but only somewhat. When subscribing, shoppers were asked to indicate their age group and gender. Using that information, the grocery store had created a very high-level persona for each group and would customize its weekly email communications accordingly.

These personas—and resulting custom online flyers—made several broad assumptions.