Customer segmentation offers the ideal solution
The sale period is in full swing. This prompts many retailers to discount their products in order to generate some extra sales and sell off old stock. This results in large signs, flashy signage and often bright red POS signs. That previously so beautifully styled store turns in many places into a flea market.
And that’s a shame, because in addition to the old collections that you, as a retailer, obviously want to sell out, the new collections are often already hanging in the store. Because of all the shouting of the sale, the new collection does not get any attention. But the sale must continue, because you want to get rid of that old stock. Moreover, the store next door is also screaming that their discounts are as high as 50%. You can’t stay behind, right? That’s right, but it can be done differently.
Different customers
The sale can do a good job of clearing out old collections, and that’s definitely worth something. Part of your customer base might even be waiting for the sale, so it’s good to have that customer at their beck and call as well. But have you ever considered that some of your customers are not waiting for the sale at all? For example, because they are such loyal customers that they already have or know your entire (old) collections. Or because they never buy anything in the sale at all, because they are ‘behind’ by definition?
Don’t miss out on anything anymore
If you know that your customer group also consists of customers who are not waiting for all those signs with “SALE”, “50% off” and “3 PRICES, 2 PAYMENTS”, then you can also ask yourself whether you are serving these customers optimally and whether there is room for improvement in this area? We have the answer: there is certainly room for improvement, by segmenting customers and adapting your communication to their different needs. This way, you can keep your SALE! for those who are looking forward to it and continue to inspire the other customer group. One doesn’t have to be at the expense of the other, nor should it be, in fact.
Segmented communication with tritonX
But how do you serve both customer groups? Here are some ways you can communicate in a segmented way without too much effort.
Do a pre-sale
Select your most loyal customers who also love a sale. Give these customers earlier access to the sale and communicate it that way. In addition, take a look at which customers were the first to respond to the sale in the previous sale period. You may be able to offer this group the pre-sale as well. Not only do you respond to the wishes of this group, but you also make them feel special because they get access earlier.
Play, puzzle and test with segments
Build segments of sale buyers, but of course also segments with non-sale buyers. Don’t send a sale newsletter to customers who have never bought a sale – they don’t need it anyway. Send them the latest collections, for example.
The segments you built can of course easily be used in your marketing campaigns such as direct mail or newsletter campaigns. Also think about interesting and surprising subject lines for your newsletters. Don’t do the same thing over and over again. Play with the form of the subject line, it will keep triggering your communication! Below you will find a number of different forms of subject lines and related examples that you can use to vary.
1. The interrogative subject line, for example: ‘Can you use a style upgrade?’
2. The scarcity subject line, for example, ‘The last day, all 30%’
3. The announcement, for example: ‘New in: the Airborn Sneaker’
4. The curiosity trigger: ‘You’ve never seen this color combo before!’
5. The personalized line with name: ‘Jessica, shoes with your name on them’
Use the RFM model
This allows you to show VIPS (loyal customers) the latest collection first. The Sleepers (inactive customers), for example, you can give them an extra good deal to trigger them again. Each segment gets its own communication, so every customer is brought into your store or shop with the right reason. A bigger chance that they come in and a bigger chance that they make a purchase.
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