Retain your most “valuable” users and engage all those who haven’t purchased from your shop in a long time: it’s time to put in place an effective profiling and segmentation strategy for your audience in order to identify the most interesting clusters to target your marketing activities.
Several times in our blogs we have dealt with the subject of audience profiling and segmentation, and in a recent post we also provided you with the tools to make the most of microsegmentation, and identified some interesting clusters in the segmentation of eCommerce users and customers. Now we offer you some easily configurable segments on which to implement your marketing strategy right away.
Segmenting eCommerce users and customers: where to start
Each eCommerce project has its own peculiarities, therefore, a careful profiling and segmentation strategy cannot be separated from a careful study of the specific data and information related to its audience.
However, especially at an early stage, it is possible to identify some segments that can be immediately exploited and refined over time. We have identified 7 of them as peculiar, to be configured immediately by taking advantage of the full potential of Blendee which provides as many as 15 filters to monitor a user’s lifecycle.
Lead
This segment includes all “known” users, i.e., those who have issued at least one contact be it an email address or phone number, but have never made a purchase.
How to get them to purchase?
- Suggest a discount for the first order
- Send a personalized newsletter with products viewed and content viewed
- Identify the cluster and leverage it for targeted remarketing campaigns on Facebook and Google
Newsletter subscribers
Belonging to this segment are the users who have chosen to stay up-to-date on promotions and shop news and are, without a doubt, the first cluster of users who are most solicited.
How to engage them?
- Communicates news and preview promotions periodically
- Send informative, useful, and entertaining content (e.g., style tips, product trivia)
- Include products recommended and customized based on each user’s buying behavior
- Provide offers designed only for newsletter subscribers
First Order
Everyone who has made a single purchase within the shop falls into this cluster.
How to stimulate them to make a second purchase?
- Deploy cross-selling strategies by offering products related to the product purchased (e.g., complete your look)
- Request a review on the purchase and offer a coupon for a second purchase
- Present news pertaining to the brand or category to which the purchased product belongs
- Make your company and the pluses of your services known
Repeat
These are users who have made multiple purchases in the last few days. These are active customers, which is why it is important to keep them engaged over time.
How to engage them further?
- Put in place loyalty strategies including through customized loyalty programs
- Send informative, useful, and entertaining content (e.g., style tips, product trivia)
- Provide customized offers
Hero
Within this cluster are gathered your best customers, those who buy often, have a higher average order value, and are involved. Despite this, it is important to value them.
How to retain them?
- Create customized loyalty programs
- Send them personalized offers not usable by other users
- Offer free shipping or other pluses related to the purchase of your products
- Ensure privileged access to promotions, sales, and new product/collection introductions
Occasional
These are users who purchase occasionally, perhaps when there are particular promotions
How to entice them to make more frequent purchases?
- Keep them update with shop news
- Let people know about promotions or discount products
- Deploy cross-selling strategies
Waiting
This cluster includes users who have taken actions in recent days, such as adding products to the shopping cart, without, however, finalizing them. How to engage them?
How to engage them?
- Create a workflow for abandoned cart recovery with email and behavioral message
- Offer a special discount to stimulate purchase
- Suggest products related to those added to the cart
Lost
These are users who have not made any purchases and actions in the last x days.
How to engage them?
- Let people know what’s new in your shop pertaining to categories and brands purchased
- Send a survey to learn about their interests and propose new products
- Make a time promotion with a special discount
Leads, first order users, heroes, lost, but not only that: you are sure that you really know the user who accesses your shop and you are able, with the different clusters, to deploy an effective eCommerce user and customer segmentation strategies.
We should not forget that more than 98% of users, on average,choose to browse a site/eCommerce without releasing data and information.
All these users thus go into perhaps the most populous cluster, that of anonymous users, our +1 of segments.
Blendee allows anonymous users to be segmented by real-time filtering in a few simple clicks.
All this translates into the possibility of deploying effective lead generation strategies aimed at transforming anonymous users into lead users, first, and then into customers, in a true lead nurturing and retention process.
