There are an infinite number of ways to segment customers. Repeat Customer Insights includes a few of the more effective ones. Which methods you use will depend on your goals and to a lesser extent, your brand.
Here's a few off the top of my head that cover:
- how recently they've ordered
- how many orders they've placed
- how much they've spent
- RFM (which is a combination of the above three)
- seasonal ordering
- geography
- demographic data (e.g. age, gender, income, etc)
- psychographic data (e.g. values, attitudes, interests, etc)
- traffic source
- first traffic source (i.e. how they first heard about you)
- advertising campaign
- content seen (email, web, podcast)
- products purchased
- product categories purchased
- grading algorithms (which can include any number of other methods)
The list goes on and on. Anytime you ask "which customers [do/have/are]?" you're segmenting.
Eric Davis
Segment your customers automatically with RFM
Segmenting your customers has always been touted as a powerful marketing tool but many stores avoid it because it can be time-consuming.
Repeat Customer Insights will automatically segment your entire customer base for you based on the valuable data Shopify has already collected for you. Ranging from 5 to 30 to over 125+ different segments using RFM and other models, you can pick how much power you want to harness.