Unlocking the Secrets of Segmentation

As retailers continue to move up the marketing maturity model, the use of segmentation becomes more and more integral to their marketing programs. The question becomes less about “Should we segment?” to more about “How should we segment?” or the even more critical “What will we do with those segments?”

Segmentation, in its simplest form, is about separating groups of customers by a specific characteristic, behavior or need into smaller, more targeted groups. The key to effective segmentation is in using data and analytics to identify what those characteristics, behaviors or needs are so that we can more effectively take action on them and in turn, help customers more easily and successfully achieve their goals. But first, retailers need to start with the questions they are looking to answer.

For example, if a retailer has a wide variety of SKUs at vastly different price points, they should be considering how customers are uniquely interacting with those products. Do they have customers who only buy those higher ticket items or other customers who only buy lower ticket items? Are they featuring the same merchandise and messaging to those groups of customers the same or differently? What about customers who have an affinity towards discounting or those who don’t have a problem paying the full price if they can get the newest, hottest must-have item as soon as it hits the market? Having a peak into what makes those different customer segments unique should impact a marketing program and how it is designed.

So how do we know what segments to create that will be valuable to the organization? The first step is identifying what goals and objectives you are trying to achieve. Is growing the customer base through acquisition a key company goal? If so, it might make sense to start by looking at groups of customers by how they were acquired and then grouping those sources into more profitable vs. less profitable segments. Is retaining and growing your customer base the main focus of your organization? – Then identifying who your profitable customers are and grouping them into how they engage or purchase could be a good starting point.

Once you have identified a starting point and are ready to create your segments – there are a few things to consider before moving forward. According to Harvard Business Review, segmentation should include these six characteristics: identifiable, substantial, accessible, stable, differentiable and actionable.

Each segment needs to be clearly defined and large enough to incorporate into your marketing program to the point where it is not cost prohibitive to break out independently. The segments need to be constant and unique in their definitions as well as being easy to work with in terms of reach and accessibility.

However, the key difference-making characteristic is ensuring the segments are actionable. This is the primary reason segmentation can be so valuable. Once a retailer has identified how to reach a segment and take action on it – they can then tie the impact of their marketing efforts to their segmentation and drive true value. It’s how we meet the customers where they are, and start talking to them in a way that makes a difference. When you have that piece established, you are well on your way to making your segments valuable and ultimately working towards achieving those overall goals.

Think Outside the Box: Unique Popup Strategies to Increase Acquisition

Gone are the days of tradition; Popup Pro is here to shake up the game. 

We’ve always been a fan of on-site acquisitions – especially popups. Your website gets a steady stream of traffic every day, and popups are a fantastic strategy to help turn that website traffic into subscribers and regular purchasers.

Popups traditionally have had a pretty straightforward strategy: a customer visits your website, the popup appears and asks them for their email addresses, they enter it, and the experience is over.
With our new popup builder, Popup Pro, we’re about to turn that tradition on its head. With a number of Google- and GDPR-compliant strategies and designs, you can create effective popups that change the status quo, while also combating the decline in acquisition since Google’s 2017 policy changes.

There are a number of new ways to use popups to interact with your website visitors and enhance their shopping experiences by targeting them at different points during their time on your website.

Offer a “Maybe Later” option for those with cold feet

Hooray! A new visitor hits your site! A few seconds later, your popup displays in an attempt to grab that potential new friend’s email address. Seeing this, your visitor thinks, “Hey, we just met. Things are moving a little too fast. Let’s get to know each other first.” They hit “Maybe later” and close the popup.

In the past, this was the last that visitor would’ve seen your popup for at least another month (or until they cleared their cookies). But now, that “Maybe later” option truly does mean “Maybe later.” Now when your user hits “Maybe later,” your popup will close and a sticky button will take its place on the next page they visit. This button will then follow your visitor around the website, allowing them to explore your brand and products, but still giving them the option to subscribe when they’re finally ready to take that next step.

This strategy is perfect if you have hefty list growth goals.

Try something new with a scroll or page load trigger

Want to give your users a chance to shop around a bit before grabbing their email addresses? Try a more unique approach by displaying your popup based on scroll or page load!

Place your popup on the pages your visitors might be spending the most time on, such as your category and product pages. Wait for your visitor to scroll down or visit two or three pages, and then it’s your time to shine! Display your popup and encourage the shopper to sign up and hear about new arrivals, exclusive sales, and product recommendations just for them.

Not only is this strategy an awesome way to show your shoppers that you’re there to help them find exactly what you need (positioning yourself as their favorite, go-to brand), but you’re also more likely to garner more engaged and active subscribers for your list.

Don’t forget your mobile audience!

You’re checking out your website stats and realize that a whopping 50% of your visitors are on mobile. That’s a whole lot of email addresses you could be collecting, right? With Google compliance in mind, you consider what mobile popup option to choose: button or banner. But there’s a new strategy that’s now available in Popup Pro.

With Popup Pro, you now have more freedom to mix up your mobile acquisition strategy.

You can choose a responsive template or even duplicate your desktop popup and configure it to only show to mobile visitors – whatever works for you!

Once you have your design, try something different and display your mobile popup based on scroll or second page load. That way you’re not only reaching out to mobile visitors that have shown shopping intent (like the strategy above), but you’re also remaining Google compliant. It’s a win-win!

Another awesome part about this strategy? You’re giving yourself access to impressions and acquisitions for desktop versus mobile – something you weren’t able to do before!

Sounds like popups can be pretty targeted. Any other personalization tactics available?

I'm glad you asked, because, yes, targeting isn't limited to page of session, device or even intent-based triggering.

Popups can be personalized with product recommendations, just like your email campaigns. This is particularly useful for Exit Popups to help engage shoppers and keep them on browsing additional products on your site.

Are there any unique popup strategies you’ve wanting to try with Popup Pro? Let us know in the comments!

The State of Marketing: Q&A with Ivan Silva of Virid

Being a leading eCommerce technology provider for retail brands is a common denominator shared by Listrak and partner Virid. But how do the two companies complement each other, and what’s the benefit for clients? In this edition of The State of Marketing, Virid Partner Manager Ivan Silva talks marketing challenges and solutions, and why the partnership is such a good “fit.”

Tell us a bit about Virid.

Virid was founded in 1999 by Steve Deller, a visionary who has been developing eCommerce business operation standards since the early 90s. His vision has made us what we are today, and many years later, there is still a vision that our teams share on all fronts. With this we are a leading provider of eCommerce technology solutions for growing retail brands, offering an eCommerce package that includes software, cloud-based hosting, integration support and ongoing technology consulting. Our pride in our business stems from knowing retailers and their businesses; we’re able to give them the tools they need to competitively sell in the ever-changing digital space. Our team has loads of intelligent, creative minds that are willing to go the extra yard to deliver the best solutions for each client we work with. We strive to make sites faster and operations more efficient, in an easy-to-manage way. 

Why did you decide to team up with Listrak?

We teamed up with Listrak for many reasons, the main reason being that they are very similar in the way they care for their clients. They bend over backwards and are smart in the way they make recommendations; their perspective is uncanny. I personally have found many of the people on the Listrak team, like our team here at Virid. 

How do you see brands benefitting from this partnership?

With the intuitive platform that Listrak has, along with the level of support they offer, combined with our scalable e-commerce platform and support, brands experience growth in sales and operational efficiency.

If you had a magic wand - what is the one thing you’d change in the digital marketing world, and why?

A picture speaks a thousand words, so I would change the way people handle imagery and product creation. Currently, the way I hear how some folks are handling it seems inefficient. We have taken a few steps to make it easier, but I believe there are more avenues to explore. 

Which marketing channel do you think is the most underrated?

The Partner channel is the most impactful (but being the Partner Manager, I may be a bit biased…!). In this channel, you generate business or learn methods to make life easier for your clients.

What are the biggest challenges facing marketers right now, particularly with respect to how they make use of data?

I believe that the main challenge we face is maintaining visibility of the change in personas — tracking buying patterns is a good start. Also, a good chunk of the data that is isolated is clean, but at times that data might not give you the most impactful insights into what your customer needs or wants. Also, sometimes you get skewed results due to not having a clear view of the source of the data set. There are also data set comparison factors that are sometimes overlooked; keeping it all in sequence has been a challenge for some. Another big one is getting to the devices through the right social media channels. 

What is the most common mistake marketers make?

Marketing to the wrong audience or marketing with the wrong voice.

What are you excited about? Anything on the horizon?

We’re excited about the launch of the new Peltz Shoes website. On the horizon? We have a bunch of fun events coming up. We’ll post them soon.

What’s on your personal media list right now?

Whoa, that list is pretty long, but here are twelve: Bonobo, Kygo, John Coltrane and Miles Davis, Major Lazer, Marshmello, Metallica, Slightly Stoopid, Stevie Wonder, Soja, Yo-Yo Ma, Zach Brown and Ziggy Marley. 

Luxury Experts Share Their UX Insights

Not so long ago, luxury brands never thought it would be possible to convince one of their shoppers to purchase high-end merchandise online. After all, a major component of that purchase was the distinctive, exclusive in-store experience. But that seems to be changing.

So how are luxury brands and retailers breaking through the online barrier and creating exceptional user experiences for their shoppers? Partner Blue Acorn asked luxury industries experts - including Heather Gruber of Listrak Strategy Services - for some answers and to provide their insights on engaging with luxury shoppers, creating lifetime value, and optimizing the eCommerce experience. Read more.

Enhancing Replenishment Campaigns with CRM Data

We are all too busy. That’s not a cliché. It’s the truth. Between balancing professional, social and family life, our valuable time is indeed at a premium today. There are recurring items on the to-do list that begin to fall behind all the other things in our day − from tasks around the house like changing the air filter or refilling the water softener on a regular basis to making sure you’ve purchased cleaning supplies, office, health, beauty or personal care products well before they are needed. To quote a large office supplies retailer, we could all use an “Easy” button!

The good news for retailers selling consumable goods is that we can provide the Easy button in the form of a Replenishment Campaign. Listrak’s AI-driven Replenishment Campaigns automatically adjust the timing of a message based on the crowd and individual purchase patterns to predict the right time to send a reminder that it’s time to make a re-purchase. This is also a perfect opportunity to include Predictive Product Recommendations to cross-sell / upsell other products targeted to the individual customer.

Retailers utilizing an automated triggered campaign through Listrak to target replenishable products see an average conversion rate of 31% and a 10X ROI. Although these are fantastic results, there’s always room for improvement. With the addition of Listrak CRM, the question becomes − how can we use our customer data analysis to be even more targeted with these campaigns?

According to a study by eMarketer, only 8% of U.S. customers are repeat purchasers, on average only 5% of customers on a retailer’s list purchased twice, and only 3% purchased three times or more. The second sale is even more important than the first.

Understanding the purchase behaviors of your one-time buyers vs. repeat vs. loyal customer segments can help you to determine strategies to test, such as subject line optimization, discount/offer targeting or even adjusting Product Recommendation ingredients and recipes. This segmentation could be taken further by targeting based on LTV or using predictive models available such as likelihood to purchase.

Listrak CRM makes it simple to take the insights from your customer analysis and turn them into actionable segments that can be used in your Replenishment Campaigns or any other intelligent triggered campaign. It’s win-win … an Easy button for you the marketer to create an Easy button for your customers.