Christmas, like other holidays, are key moments for a large part of e-commerce and retailers.
A good portion of our customers may have purchased from us only during these occasions: investigating who these people are and creating personalized experiences is essential if we want to convince them to continue buying from us and not only during the holidays!
Let's investigate them together in this new episode of our column: User Profiling Pills
Who I am
As we were saying, we are talking about customers who only come to us during Christmas or specific holidays. Let's now see how to investigate their habits in more depth.
First of all, it is important to be able to understand which of them:
he purchased from us only during those occasions and did not browse your site again
who, between one holiday and another, still visited your site with a certain frequency even without purchasing.
By distinguishing these two macro groups we will be able to develop different personalization strategies so as to be able to engage each of them in the right way.
Initially, it will be important to focus on the second segment. This will in fact be made up of customers that we can more easily think of attracting with greater frequency as they show an interest in our products or services also during the rest of the year. It will therefore be a matter of understanding what is the trigger that can lead them to purchase with greater frequency.
How do I identify them?
To carry out a customer profiling useful for our purposes we can use three different types of filters:
behavioral
demographics
contextual
By crossing these filters we can obtain the segment we need.
With the behavioral ones we will list of argentina consumer email filter the customers who made a purchase in the previous Christmas period (or in the period of the holiday we are interested in monitoring). Always with this category we can exclude those who browsed the site out of season.
Thanks to demographic filters, we will instead identify who among them is subscribed to our newsletter or not , this is also an important signal to take into consideration both for the re-engagement possibilities it offers us and as a further demonstration of interest.
Contextual filters will instead allow us to identify these customers while they are browsing our site, so that we can intervene with ad hoc messages in real time.
Let's always remember to check that the segment we have created is actually significant in terms of number of users or value, understanding this information will allow us to give the right priority to this activity.
If the segment were particularly populous, we could carry out further segmentation by possibly identifying the product purchased the previous year and dynamically propose useful advice.
