Customer Segmentation
Segment your customers to deliver more relevant marketing and improve sales.
Segmentation by Plan
Vendor Plans:
| Plan | Segmentation Features |
|---|---|
| Bronze | [ ] Not included |
| Silver | Basic customer grouping |
| Gold | Advanced segmentation with behavioral targeting |
Manufacturer Plans:
| Plan | Segmentation Features |
|---|---|
| Bronze | [ ] Not included |
| Silver | Basic customer grouping |
| Gold | Advanced segmentation with behavioral targeting |
What is Customer Segmentation?
Dividing your customers into groups based on shared characteristics to:
- Send targeted marketing
- Improve customer experience
- Increase conversion rates
- Build stronger relationships
Segmentation Criteria
Demographic:
- Location (country, region, city)
- Business type (retailer, distributor, brand)
- Company size
- Industry
Behavioral:
- Purchase history
- Order frequency
- Average order value
- Products purchased
- Last purchase date
Engagement:
- Email open rates
- Website visits
- RFQ submissions
- Response to promotions
Value-Based:
- Total lifetime value
- Profitability
- Payment reliability
- Repeat purchase rate
Common Segments
VIP Customers:
- High lifetime value
- Frequent purchases
- Priority support
- Early access to sales
- Exclusive offers
New Customers:
- First purchase within 30 days
- Welcome series emails
- Onboarding support
- Educational content
At-Risk Customers:
- No purchase in 90+ days
- Re-engagement campaigns
- Special win-back offers
- Feedback requests
High-Potential:
- Large companies
- Multiple RFQs
- High quote values
- Dedicated sales focus
One-Time Buyers:
- Single purchase history
- Second purchase campaigns
- Product recommendations
- Loyalty program invitation
Creating Segments
Basic Segmentation (Silver):
- Go to Customers > Segments
- Click "Create Segment"
- Choose criteria (location, purchase history)
- Set conditions
- Save segment
Advanced Segmentation (Gold):
- Multiple criteria combinations
- Behavioral triggers
- Predictive scoring
- Dynamic updates
- Automated actions
Using Segments
Email Marketing:
- Send targeted promotions
- Personalized product recommendations
- Relevant content
- Appropriate timing
Pricing Strategy:
- Volume discounts for high-volume buyers
- Special rates for VIP customers
- New customer incentives
Customer Service:
- Priority support for VIPs
- Dedicated account managers
- Personalized communication
Product Development:
- Identify trending products by segment
- Develop products for specific segments
- Tailor catalogs
Segment-Specific Campaigns
Example: Win-Back Campaign
Segment: At-risk customers (no purchase 90+ days)
Email 1 (Day 0):
"We miss you! Here's 15% off your next order."
Email 2 (Day 7):
"New products since your last visit."
Email 3 (Day 14):
"Last chance: Your 15% discount expires tomorrow."
Example: VIP Early Access
Segment: Top 10% by lifetime value
Email:
"VIP Early Access: New collection available 24 hours early exclusively for you."
Measuring Segment Performance
Track by segment:
- Conversion rate
- Average order value
- Customer lifetime value
- Retention rate
- Email engagement
Best Practices
[x] Start with simple segments
[x] Use multiple criteria for accuracy
[x] Regularly review and update segments
[x] Test different messaging per segment
[x] Respect customer preferences
[x] Don't over-segment (keep it manageable)
Advanced Segmentation (Gold)
Predictive Segmentation:
- Predict churn risk
- Identify upsell opportunities
- Forecast lifetime value
Dynamic Segments:
- Automatically update based on behavior
- Real-time criteria changes
- Trigger-based actions
Lookalike Audiences:
- Find customers similar to your best buyers
- Expand reach efficiently
- Improve acquisition targeting