Using Personalized and Scalable Marketing Strategies to Target Segment Groups
Segmenting Markets through Identifying Customer Profiles and Purchase Intentions
In the process setting market segmentation objectives for June 1st, beBit TECH incorporated OmniSegment CDP to define June 1st's overall market and their needs. With market data, customers are then further allocated into segments by respective variables, which are according to their preferences, profiles, and purchase behaviors. With AI segmentation, June 1st was able to easily identify and segment their customers through labeling into 4 different segments. This allowed June 1st to easily apply personalized and scalable marketing strategies targeting different segments. June 1st relied on the data of "customer order frequency" and "customer average order value" In identifying new and old customers and their purchasing power, whereas in terms of high-value customers, June 1st relied on the data of "purchase combination of items" and "provision of business registration ID" to segmentize them based on their purchasing behaviors. Finally, the 4 customers segments created based on their purchase intentions are "Trial Customers", Trend-based Customers", "Corporate Gifting Customers", and "Group Purchase Customers".
Further analysis of each customer segment's purchasing behavior and preferences also revealed that, "Trial Customers" show no significant trend in their purchase, and primarily opt for individual boxes; "Trend-based Customers", who tend to make smaller purchases but are long-term customers, usually perform purchases only during new product launches and promotional periods; "Corporate Gifting Customers" typically make bulk purchases of gift boxes, followed by orders of gift bags, and exhibit a strong preference for specific flavors, commonly opting for gift boxes with classic flavors, while many also provide business registration ID; "Group Purchase Customers" generally place orders in large quantities without gift bags and business registration ID, with priority on flavor diversity, and among their orders, gift boxes ranked the lowest.
Strategically Reaching Segment Groups through Personalized and Scalable Marketing, Strengthening Purchase Intentions and Increasing Customer's Average Order Value
After obtaining the data as mentioned above, beBit TECH was able to help June 1st establish the 4 market segments through AI customer labeling, where personalization and scalable marketing strategies could be applied to each segment: for "Trial Customers", to emphasize free shipping offers to boost purchase intention and average order value; for "Trend-based Customers", to be targeted with new product launches and co-branded gift boxes to spark interests; for "Corporate gifting customers", to offer group discounts for existing customers, and focus on building brand image for new customers; for "Group Purchase Customers", to provide discounts for full-amount purchases, and keeping marketing contents focused on keywords such as "limited edition", and "queue-worthy" as recommendations.
The Results
Implementing Personalized Campaigns, Significantly Improving ROAS from Previous EDM Blasting Strategy
The beBit TECH team leveraged OmniSegment CDP to assist June 1st in understanding the gaps in their previous EDM blasting marketing strategy, and explored underlying opportunities from a customer perspective. With market segmentation, they were able to understand customer's behaviors and interests, and through the application of personalized and scalable marketing strategies, deliver campaigns that result in high ROAS, reaching as high as nearly 150 times compared to huge volume EDM blasting.
