The staff knows your taste in dresses (your favorite colors, size and style) and will make some suggestions for you.
How do you rate an experience like this? Mind-blowing, right?
These experiences are nothing more than the ones we encounter in our favorite restaurants, boutiques, local shopping malls, etc.
Now the question is, how do we replicate this experience in a medium?e-commerce storeplaces with little or no physical contact?
This is where ecommerce segmentation comes into play.
Ecommerce segmentation means grouping your customers according to certain criteria to better understand and serve them.
You can increase shopping experience and customer loyalty by segmenting your customers.Campaign management platformsare useful tools for tracking progress and staying organized as you segment.
This article will help you increase customer loyalty andpersonalized experience.
Let's get into it.
1. Increase Shipment for High Frequency Buyers
Do you have regular customers who shop at your store? If so, how will you compensate them for their frequent purchases?
You cannot afford to lose such customers because you will lose brand advocates as well as orders.
To avoid this, reward frequent buyers by increasing their shipping , offering lower shipping rates specifically for them, etc.
This will improve their situationshopping experienceand gives them more reasons to stay loyal.
How can we segment these?
Determine the number of orders and revenue needed to qualify a customer as a frequent shopper. This could be a customer who buys 10 items per month or $2,000 worth of items per month. Once you've decided, rank the customers who fall into the range.
2. Provide Top-Level Support for High-Net Worth Customers
Source -Zendesk
57%of consumers say good customer service is vital to their sense of loyalty to a brand.
In other words, three out of five customers will feel loyal to your brand if you provide good customer service.
If your customer service is terrible, people will leave and give you bad reviews. And you can’t afford to lose big-money customers because of bad service.
So, when it comes to customer support, prioritize your best customers. You can do this by offering fast product delivery, extended return policy, quick response, etc.
How can we segment these?
Rank customers by lifetime revenue (total spend) and create support tiers based on total spend.
4. Cross-sell customers based on their purchase history
Cross sellingThe act of promoting additional products to your customers. The recommended product should be related to products the customer has purchased or is currently purchasing.
For example, it makes sense to cross-sell shaving cream to a customer who is buying a razor, but cross-selling a baby toy to the same customer has a very low chance of success.
According to McKinsey, cross-selling,increase profit by 30%if executed properly.
You can cross-sell using an email marketing platform, meaning malaysia mobile phone numbers database you can send and automate cross-sell emails to your customers.
You can also add sections like “ People also buy ” and “ your top picks ” in your Thank You emails.
Amazon does this well:
Source
How can we segment these?
Sort customers by product categories and purchase history.
Cross-sell them products in the same product category.
You can also sort customers by specific products and create campaigns to cross-sell them.
5. Incentivize Brand Advocates
If you have customers who sing your praises to their friends online and offline, congratulations. This shows them that you provide quality service.
But don’t stop there. Reach out to your brand promoters and incentivize them. Create a referral program where customers can earn incentives when they refer someone to your business.
You can also incentivize them with gift cards, coupons, discounts, gifts, etc.
How can we segment these?
Rank brand promoters using:Net Promoter Score(NPS). NPS allows you to survey your customers to determine how likely they are to tell others about your brand.
It uses a pointer scale of 1 to 10. Customers with scores of 5 or higher are likely brand promoters.
6. Give Discounts to Customers Who Abandon Their Carts
According to research, the abandoned shopping cart rate worldwide is approximately76%. So 4 out of 3 customers leaveonline storeWithout completing their orders.
This could be due to high fees, bad payouts, a slow website, having to re-enter contact information, etc. Find and fix these issues toreduce the number of carsthese remained empty.
Follow up with customers who have abandoned their carts to get them back into the store. Entice them to complete their purchases by offering discounts, coupons, and gifts.
Clue -Simplify the payment processFor customers to complete their purchase. You can enable customers to pay from the follow-up email.
Here is a good example from Konga:
eCommerce segmentation hacks and tips
How to Segment?
Various e-Commerce platformsand email automation software allows you to track and follow up on abandoned carts.
eCommerce segmentation hacks and tips reduce cart abandonment
Source -Cloudways
7. Reach out to customers for reviews and testimonials
References and reviews are effective ways.Create social proof for your eCommerce storeThey signal trust and authority to potential buyers.
Research carried out by Brighton Local showed:84% of customersTrust online reviews and they influence 74%.
As an eCommerce brand, there are a few ways to do this.source reviews and referencesfor your brand.
You can ask your customers to leave reviews (good or bad) about your products and services. Good reviews signal trust, while bad reviews will help you improve your service.
You can also incentivize product experts (people who have a record of frequently purchasing a product)Explanatory videoexamine your products.
Embed these video testimonials and reviews as ad copy on your website, share on your social media channels, add to the product page, etc.
How can we segment these?
Add a star rating widget to your thank you page to allow customers to rate your store at the end of their purchase. You can also ask customers to leave a comment on the rating.
You can also use a dynamic QR code generator to create unique trackable QR codes and add them to product packaging. Upon delivery, customers can scan the QR code to get product information and take them to a review page to rate the product and delivery experience. How to usedynamic QR codesYou can change the destination without changing the QR code and track user experience to segment customers.
Sort by product experts by analyzing data from customers who purchased the most products in each product category.
8. Get “Long Time Missing” Customers to Buy Again
In this case, “long time no see” refers to customers who haven’t purchased from you in a long time. This could be a one-time customer who only purchased once, or a repeat customer who will no longer purchase from you.
This doesn’t necessarily mean you’re not providing a great shopping experience. It could be the result of price differences or something else, as one subreddit post noted:
