Customer segmentation is the act of separating customers into groups based on a given quality that they have in common. This could be a spending threshold, type of campaign they were acquired by, or even a discount code used. Ecommerce companies tend to rely heavily on segmentation to create more targeted and personalized marketing campaigns. Data shows that segmentation ahead of email & SMS marketing or creating retargeting ads significantly improves conversion rates.
What Kind of Customer Segments are Available in Peel?
The sky is really the limit in Peel. Any of the metrics and reports in the platform give you the option to segment by dozens of pre-defined segment values like customer tags, SKUs, discount codes, locations, and so much more. But the more creative you get with your tagging in Shopify will allow you to use custom segmentation to your advantage and dig into any specific pocket of customers that matters for your business.
Also, the Audiences feature in Peel allows you to build super detailed customer segments (aka Audiences) with more layers of segmentation than ever. Want to find the top 10% of customers? Easily available in Audiences. Need to see who has 2+ purchases, had a specific SKU in at least one of their orders and lives in a certain geo? Audience filters can handle that and so much more.
We’ve even added RFM Analysis to the mix, which automatically buckets your customers into 1 of 10 segments based on their purchasing behavior across Recency (days since last order), Frequency (number of orders) and Monetary Value (lifetime revenue - LTR). This makes it easy to find opportunities to engage your best customers with tailored content, but also lets you find those customers who are on the cusp of becoming high value customers or who you’re at risk of losing as long term customers. It’s the perfect starting point for creating dynamic and high converting retention campaigns.