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Customer Retention. Automated

One Size Does Not Fit All

Posted by Enelda Butler on Jun 29, 2015 9:52:00 AM
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Batch and blast email marketing is ineffective when trying to reach customers who are at different stages of their journey with your company. Because of this, data-driven marketing is key in crafting a customized experience for each of your customers.

Apparel companies have a variety of potential segments to reach within their customer base. Here are the top 5 data-driven segments for apparel retailers, as illustrated by WC Chic, an (imaginary) department store that offers clothing for the whole family.


The first segment we’ll create is based on a hot combo, which is two products that are frequently purchased together. With this segment you want to find customers who have bought product X, but not product Y. In this example, we want to find everyone who purchased the WC Cardigan before a certain date, but has not bought the matching tank top. With this information, you can send this group a message reminding them of their original purchase and suggesting they buy an item closely linked to that last purchase.


You can also segment by location. For instance, WC Chic is sending a preview of their new summer clothing collection in April. However, for customers in some regions of the United States, the weather may not yet be warm enough for them to wear this clothing. So for this promotion, WC Chic will create a segment to exclude customers who live in colder states like Michigan or Wisconsin so that they don’t receive a message that is not relevant to them.


Segments can also be made based on product category. For example, WC Chic sells collegiate apparel. If your customer has purchased items for a specific school, they’re likely a fan of that institution. You can create this segment to encourage these customers to buy another Duke item to cheer their team on. You can trigger messages to this segment at different times, like if their basketball season is about to start or if they are playing in a championship tournament.


Another segment that could be made is for customers who purchased Back to School clothing last year. To reach this group, you want to segment by category and timeframe. In this case, pick anyone who bought Kid’s clothing during August or September of the past year.


Our last segment is based on product purchase history. Pick your top 5 products and create a style guide, which is various outfits based on one item of clothing. For instance, let’s say the WC Chic tank top is your top selling item you can send a message showing your customers different options for accessorizing the tank top they just purchased. Sending the message fairly soon after their original order may be a way to motivate customers to make another purchase in a shorter timeframe.

These five examples are just the tip of the iceberg when it comes to segmentation. 


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