Turn on the TV. Open a newspaper. Peruse your favorite blog. Skim Twitter. What’s on everyone’s mind? Global issues from inflation, to supply chains and everything in between.
We totally understand what you’re going through. Peel’s main mission is to equip brands with tools that make a difference, especially when the going gets tough. With that in mind, we just launched our Purchasing Journey feature!
A big piece of the puzzle for DTC brands is solving the customer purchasing journey. What are your customer purchasing patterns? What are they checking out with in their first purchase? What are they coming back for when they return? What’s the average time between purchases for specific items?
So many of the brands we work with have asked these questions and more, looking for a better way to map out what their customers are buying; that’s why we’ve built the Purchasing Journey feature.
We want to take the heavy lifting of manually cleaning and organizing data off your plate with this new product analytics tool. Time is precious in ecom brand building, and we want you to have the right tools to supercharge your marketing strategy.
It all boils down to this: if you know who your customers are, what they are purchasing, and when they are primed to purchase, you can create personalized marketing messages that are timed to perfection.
Just check out the benefits of personalizing your email marketing:
We’re empowering you to get the answers you need by pulling back the curtain on who’s buying what on your site with upgraded product analytics.
Purchasing Journey - The More You Know…
Let’s dive into some of the stuff we’re hearing from our customers.
We’ve been working with a skincare brand that’s looking to drive growth through Q3 and Q4 this year. Can’t blame them for wanting to get a running start into ecom crunchtime.
They’re seeing a super solid Repurchase Rate among customers who bought their premier tinted sunblock. 35% of those customers come back within 3 months to make their next purchase. They can find that data within seconds in Peel.
The question is, what did they come back and buy on that 2nd purchase? Did they buy more of that same sunblock? Or did they come back for under eye cream?
The answers to these questions can inform so much, from email marketing, to product offers, to bundling opportunities and more. There’s a big difference in the psychology behind marketing simple product refills and leveraging data for strategic product recommendations.
The skincare brand wants to dive deeper into that customer journey and know more than just who’s got a great Repurchase Rate. That 35% of customers who come back within 3 months represents a huge opportunity to build upon an pre-existing loyal customer base. That’s where better product analytics steps in to bridge the gap.
The Purchasing Journey feature unlocks the exact pathways between your customer’s first purchase and their 2nd, 3rd, and 4th purchases. Along those pathways, you’ll find how many of your customers are purchasing from item to item, and the average time it takes them to come back between purchases.
Here’s what it looks like!
This answers so many critical questions that our skincare friends had, along with so many questions echoed across our customers:
- If customers buy a particular product, what are they most likely to come back and purchase next?
- How about if they buy that product in a specific time frame? Does that affect what they are most likely to come back for?
- What does this behavior look like for “loyal customers?” - Identified via Shopify tags.
- If customers buy product A, when they come back for product B, what percentage subscribes to that product and what percentage makes another regular purchase?
- What’s the product purchasing path for a specific monthly cohort? How about different audiences and locations?
Understanding what products your customers are first purchasing, and then having a visual map of what they are coming back for in their subsequent purchases, is top-tier fuel for your marketing efforts. This lets you get more specific with campaigns featuring products that customers are primed to buy. Personalization always wins!
If you want to learn more about the Purchasing Journey feature or more about how Peel can help you supercharge brand growth, hop on a 15-min call with our team!