Segmentation: what advantages to boost my e-commerce store?
1. What is it?
Segmentation constitutes an integral component of the marketing strategy you have to elaborate to best position yourself on your marketplace.
Market segmentation stands as the process of sub-dividing a market into clearly identifiable and homogenous segments made out of your customers or prospective customers having shared behavior.
2. What is it for?
Market segmentation aims at helping you provide the best offer to your target market, customizing this offer according to the various segments.
It allows you to better anticipate your customers' needs and meet their expectations.
3. What advantages?
It allows you to segment your customers' base according to different statuses (professional, individual, workers committee), geographical areas, types of purchase...
You can then target your emailing or promotional campaign more appropriately. The message will be perfectly adapted to the target and you will get much more positive returns.
It is best to send out an emailing campaign to a small list of targeted customers rather than a larger 'ragbag' list. The returns will be much better with a correctly selected file.
4. Concrete examples of possible segments with Store Commander
Here are 3 examples of segmentation that you can set up now with Store Commander.
a. Segmentation by customers groups
Creating customer groups allows you to segment them by their status. Indeed, you cannot approach individuals and professionals in the same way.
You can create a customer group from Prestashop backoffice.
From Prestashop Backoffice > Customers > Groups > Create a new group entering all necessary information.
From Prestashop Backoffice > Customers > Create a new customer associating it to the group you have just added.
You can also create these groups in Store Commander by clicking on the add icon located in the Groups panel of the Customers interface. However, only the group name can be created in Store Commander. Prestashop backoffice allows you to add more information.
Once the groups exist, you can then filter your customers within the Customers interface, using the Groups filter panel (bottom left of the page).
b. Segmentation by languages
If your store is available in multiple languages, it is then important to segment your customers in order to send them suitable emails.
To export the list of your customers per language, open the Customers interface and in the central panel you will find a column called 'cart language'. This column indicates the language used by the customer to browse your site.
Use the filtering tool to select a language, and then click on the export icon on the toolbar to export the list.
c. Segmentation by geographical areas
This sorting order will allow you to run emailing campaigns by geographical areas. They will be useful if you also have physical stores. You will then be able for instance to invite your customers to events organized in your physical stores.
To sort your customers by their geographical location, simply display the Addresses view in the Customers interface. There you can sort the list by cities, countries or postcodes.
5. Unlimited segmenting possibilities with the new SC Add-on Segmentation
The new add-on segmentation which will be officially launched on May 22nd, a preview of which can be consulted here, will allow you to operate sophisticated yet easy segmentation on multiple issues relates to your catalog, customers, customers service, orders... Stay tuned!
Developing a true marketing strategy will help you position yourself better on your market and help you target your customers and their expectations better.
Do not forget that the more you segment your customers, the more your campaigns will be powerful and efficient!