Have you ever received a direct mail in which someone tried to sell you a fitness vacation, an after shave lotion and plush toys at the same time? If yes, you are already aware of why you should segment your customers.
One of the advantages of ecommerce is that customers can see the momentary total of their shopping cart during the purchasing process. This benefit, however, may be a disadvantage for the e-merchant, since the final sum may be less than the one the shopper would spend in a brick-and-mortar store. Therefore the online sellers often use loyalty rewards or volume discounts, which can be managed within the Magento discount system.