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Target Customers based on Average Order Quantity
Enrich your eCommerce data set to include item quantity information that can give you insight into high/low volume purchasers, allowing for proper customer segmentation and hyper-specific campaign targeting.
Step 1: Create a source
Add a Web JS source to your app/console/site to start tracking customer interactions.
Step 2: Create event collections for transaction data
Based on your business, determine which events are directly related to your product usage. For example, it could be inviting a user, creating an object, adding action and etc.
Step 3: Create a metric to Identify purchaser benchmarks
To properly create targeted outreach campaigns based on quantity, you will first need to determine what constitutes "high volume" and "low volume" customers to then use in the analysis. To do this, you will need to identify the average checkout quantity - this allows you to determine the high and low volume rates for your customers.
[A] average value of order/ [B] average items per order
Average Order Quantity = [A] Average value of the order:
Type -> [A] Collection
Source -> [A] Web tracker (or eCommerce CMS source)
Collection -> [A] purchase
Field ->[A] purchase amount
[B]average value of the order:
Type -> [B] Collection
Source -> [B] Web tracker (or eCommerce CMS source)
Collection -> [B] purchase
Field ->[B] quantity/line items
Step 4: Create segments
Using the metric from Step 2, create a "High volume" purchaser segment and a "Low volume" segment. Set the average order quantity for the “High volume” segment as equal or greater than 2 and for the "Low volume" segment - “less than 2”.
Tip: You can change the segment's time range from "at any time" to a time-bounded (‘date range”) window. If completing an order once with more items permanently changes the way you think about a user's lifetime value, then it may make sense to define this segment as "at any time.
Step 5: Target your segments with messaging destinations
Create a messaging destination (SMS or email) that is activated once a customer enters the segment.
Examples include:
- Launching a VIP membership campaign for high volume purchasers
- Rewarding a high volume purchaser with a special offer to thank them for their loyalty
- Launching a loyalty or program for high volume purchasers
- Target low volume purchasers with an incentive to entice them to increase their purchases
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