Comment segmenter les clients e-commerce pour obtenir de meilleurs résultats marketing ?

There are a number of ways to segment customers. Frequency of purchase Lifetime value Products purchased Purchased for themselves vs. a gift Overlay personal details: Age, Geography, Gender etc. You're looking for insights and whether there are learnings to take from your customer data. The question is why are you segmenting your audience? Is it so you can be personalised in your comms and / or to inform media targeting? If it's solely for the latter then not all audience segments will relate to a targeting option so the level of granularity may not be needed. For communication and adding value to your existing customers then drilling down and creating multiple audiences is the way to go.

"Demographic segmentation stands as a pivotal factor in how marketers devise their strategic plans. Within this framework, selecting the appropriate channels and platforms—be it through organic or paid advertising—holds immense significance. Understanding which platforms effectively engage with your targeted audience is paramount to the success and performance of your campaigns."

Demographic segmentation involves categorizing your e-commerce customers based on measurable statistics such as age, gender, education, occupation, and income level. It's a starting point for a tailored marketing strategy, allowing you to design campaigns that resonate with specific segments. For instance, targeting luxury products at high-income individuals or offering student discounts to those in academia. By understanding demographic variances, you can create a personal touch in your messaging, making each customer feel valued and understood.

Additionally, it's crucial to continuously assess and update your customer segments as your business evolves and customer preferences change. What worked in the past may not yield the same results in the future. Regularly analyze data and adjust your segmentation strategy to stay responsive to market shifts and customer needs.

Start collecting first-party and zero-party data during customer registration, checkout, and other opportunities. You should collect demographic data about customers only if it is relevant to your business. Selling cosmetic products? Ask about age, gender, conditions (dry/oily skin, eczema, allergies), favorite brands. Selling clothing? Ask about age, gender, size, measurements, favorite colors, etc. Always explain that you are asking to exclude irrelevant products and understand their needs. Then use this data to segment your campaigns.

Leveraging analytical tools to dissect consumer interactions with your website and brand offers a strategic edge in crafting targeted key messages for distinct stages of engagement. For instance, when a customer adds items to their cart but hesitates to check out, it may be an opportune moment to dispatch a limited-time voucher via messaging apps (email or text) to encourage a decisive purchase. Moreover, for customers who made previous purchases but haven't returned, understanding their experience becomes pivotal. Strategizing ways to enhance their journey and incentivize repeat purchases becomes essential in rekindling their engagement with your brand.

Behavioral segmentation is about dividing customers based on their interaction with your brand. This includes purchase history, product usage frequency, and brand loyalty. Analyzing these behaviors helps predict future purchase patterns, enabling the creation of more effective and targeted promotions. For example, you can reward frequent shoppers with loyalty benefits or re-engage past customers with reminders and special offers. This approach seeks to deepen customer relationships and enhance the shopping experience through relevant communication.

In addition to behavioral segmentation, it's vital to consider the ethical and privacy aspects of collecting and using customer data for marketing. The importance of respecting privacy and obtaining customer consent cannot be overstated in today's digital landscape. Customers are increasingly concerned about how their data is being used, and regulations like GDPR and CCPA place stringent requirements on data handling.

The key is to match both your product portfolio and purchasing data with some analytical system - preferably CDP. Then you can segment based on seasonal products, favorite brands, previously purchased collections, or sell new upgraded versions of products. Really handy is RFM segmentation, which allows you to match high spenders with premium products and low spenders with budget products. You should have every purchase data at your disposal in your segmentation app.

Behavioral data is like a treasure trove for marketers. It provides real insights into what customers do, not just what they say. Tracking purchase history, engagement levels, and browsing habits can reveal much about customer preferences. This segmentation is dynamic and should be continually updated to reflect changing behaviors. It's particularly useful for e-commerce where every click and interaction provides data points to refine marketing strategies.

Psychographic segmentation goes beyond superficial traits and dives into the attitudes, interests, lifestyles, and values of customers. It provides depth to your marketing strategies by addressing the intrinsic motivations that drive purchase decisions. By crafting messages that align with consumers' self-image and world view, you create a powerful connection with your audience. This can include marketing eco-friendly products to environmentally conscious buyers or highlighting the exclusivity of products for those valuing status and prestige.

Psychographic segmentation is a powerful tool in understanding the deeper motivations and aspirations of your customers. To leverage it effectively, it's crucial to invest in qualitative research and data analysis to gain insights into the psychographics of your audience. Surveys, interviews, and social listening can provide valuable data for this purpose.

Psychographics delve deeper into the 'why' behind purchases. Understanding customers' values, lifestyles, and interests is key to crafting messages that resonate on a personal level. For instance, marketing to adventure enthusiasts could involve highlighting the thrill and excitement of products. However, psychographics require more nuanced data collection, often through surveys and feedback, and thus pose a challenge in ensuring accuracy and relevance.

Geographic segmentation groups customers by location, which can range from broad categories like countries and cities to specific areas or neighborhoods. Localization strategies are key here; for example, advertising winter gear to customers in colder regions or promoting location-specific events. By considering geographic nuances, you can ensure that your marketing efforts are not only seen but also resonate well with the cultural and regional preferences of your audience.

We successfully use demographic segmentation to inform about changes in the brick-and-mortar stores. Be it closing a store, opening a new one, or changing the operating hours. We segment relevant vicinity using ZIP codes and inform customers before the change happens. It greatly improved customer experience, and we have only positive feedback on this approach. In addition to ZIP codes, we also include customers who made a purchase in an affected store.

Geographic segmentation is more than just about where customers live; it's about cultural context. A marketing campaign that works well in one region may not resonate in another due to cultural differences. E-commerce brands can leverage this to customize offerings, ensuring relevance in diverse markets. However, this requires a delicate balance between global brand consistency and local adaptation.

Segmenting e-commerce customers is a blend of art and science. It requires analytical rigor to sift through data and creative insight to apply it effectively. The key is to continuously refine and adapt segments as customer behaviors and market dynamics evolve. Leveraging AI and machine learning can greatly enhance the precision and effectiveness of segmentation.

To effectively segment your e-commerce customers, start by collecting and analyzing data across various touchpoints. Use analytics tools to understand purchase patterns, browse behavior, and engagement metrics. Combine this data with customer feedback and market research to build robust profiles. Remember, the goal is to group customers in a way that reflects their needs and preferences, enabling personalized marketing that's both effective and scalable.

Segmenting e-commerce customers is indeed a valuable strategy, but it's not a one-time effort. It's an ongoing process that requires regular evaluation and adaptation. Customer behaviors, preferences, and market dynamics change, and your segmentation criteria may need to evolve to remain effective. In addition, it's crucial to prioritize your segments based on their value to your business. Not all segments are equal, and some may be more profitable or easier to reach than others. Focus your marketing resources on the segments that offer the most significant growth potential or are most aligned with your business objectives.

When talking strictly about e-commerce, I would avoid CRMs since it is too much rigid for the dynamic digital environment. The new CDP (Customer Data Platforms) are more versatile in terms of data types they can process, have a much higher emphasis on real-time processing, and are designed to provide unified customer profiles from all touchpoints.

Una forma alternativa de segmentar a tus compradores potenciales, es la segmentación por canal de venta o Retailer. Los usuarios se comportan de forma diferente frente una marca, dependiendo del punto de venta en el que se encuentran. Compran diferentes productos, gastan más o menos dinero y en definitiva tienen un perfil diverso. Utilizar la data del Retailer (ya sea Amazon, Pc Componentes, Carrefour o cualquier otro) puede darle a las marcas una ventaja competitiva muy interesante, ayudando a identificar a los compradores potenciales más relevantes, realizando impactos publicitarios de valor, que posteriormente se traduzcan en un incremento del Brand Equity primero, y de las ventas de la marca después.

When segmenting your e-commerce customers, it's crucial to maintain flexibility and responsiveness. Market trends and consumer behaviors evolve, and so should your segmentation strategy. Keep an eye on performance data and be ready to adjust your segments as needed. Additionally, ensure compliance with data protection regulations and maintain customer trust by using their information respectfully. The blend of smart data use, ethical practices, and ongoing refinement will help you achieve better marketing results.

The biggest issue I always encounter is a disconnect between e-commerce and store data. Too many businesses don't have that data connected, and it always causes problems with customer experience, brand reputation, and, ultimately, the number of purchases. Whenever you have more touchpoints (e-shop, mobile app, store, etc.), have one centralized database that synchronizes data into one customer database.

"Behavioral Segmentation." This involves analyzing customers' actions, interactions, and purchase patterns to tailor marketing efforts effectively. By understanding how customers behave, e-commerce businesses can create personalized experiences that resonate with their preferences. For instance, identify high-value customers who frequently make purchases, and reward them with exclusive discounts or loyalty perks to encourage repeat business. For customers who abandoned their carts, implement targeted email campaigns or social media ads with enticing incentives to complete their purchase. Moreover, analyze browsing behavior to recommend products similar to those customers have shown interest in.