There is so much more than Male/Female campaigns
As a success manager at an award-winning eCommerce personalization software, I see a lot of personalization trends, habits, and practices.
Even as just a regular, online shopper in my day-to-day life, I get exposed to a lot of personalization.
And do you know what always impresses me (and, it goes without saying, makes me much more likely to buy)? Creative Segmentation.
Of course, this is easier said than done. Every business is different, and every group of customers is different.
That’s exactly why I’ve put together three ideas for creating the perfect segments for your business, no matter what you sell or who you sell it to.
1. Think Outside the Box
People have come to your site for a reason. The closer you can get to anticipating and addressing that issue, the more likely they are to buy with you.You can segment by how they came to your site — email campaign, referrals, social media. You can segment by Adwords. You can even segment by actual location — if they’re in the U.K. versus the States, different deals and offers will interest them.
2. Customer Lifecycles
One of our clients, the Royal British Legion (RBL), segments their customers into where they are in the customer lifecycle: first-time visitors, people who have visited but never purchased, and returning shoppers. Each of these segments will respond very differently to marketing, so even just by segmenting their customers into these three slices, RBL can guarantee their campaigns will be relevant and significant for their shoppers.Think about your store — do you get a lot of repeat customers? Do you get many people who browse without buying? What kind of buying cycles do your products undergo? Use this information to create broad yet highly relevant segments for marketing.
3. Real-Time Behaviour
This is one of the most powerful segmentation possibilities: stratifying based on real-time behavior. The possibilities are really endless. For example, you could divvy up your customers based on their shopping carts. Do they have anything in their carts? If yes, show them X campaign. If no, show them Y campaign. If it’s over a certain amount, show them Z campaign. Segment based on what they’ve looked at on your site. Have they checked out your autumnal range? Market fall apparel accordingly. Are they looking at a particular brand? That could be a segment. Finally, you can segment by real-time weather — or even time. For example, if it’s rainy, show them your rain apparel range. Should it be getting dark where they live, your customers will be interested in bike lights, or extra security. When a customer visits your site if it’s past 5:00 PM, they might be more interested in a different set of products than if it’s 9:00 AM.
Try to anticipate customer needs and get creative with your segments. That way, you’re much more likely to hit the nail on the head when it comes to marketing. Customers who see relevant offers, deals, and product recommendations report increased satisfaction and greater inclination to spend. It can be so easy and so rewarding to set up just a few segments and turn around your customer experience today.