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Customer Segment

1. Champions

Traits: Recent, frequent, high-spending buyers
Actions:

  • Reward loyalty: Exclusive offers, early access to sales/new products
  • Referral programs: Encourage them to refer others
  • VIP experiences: Personalized emails, handwritten notes, surprise gifts
  • Upsell/Cross-sell: Premium products, bundles

2. Loyal Customers

Traits: Regular shoppers, high engagement
Actions:

  • Create a loyalty program if you don’t have one
  • Ask for feedback on products or UX
  • Recommend products based on purchase history
  • Early access to new releases

3. Potential Loyalists

Traits: Recent and frequent, not yet high spenders
Actions:

  • Encourage more purchases: Discounts on next buy, “complete the look” or bundle deals
  • Personalized product suggestions
  • Nurture with content (how-tos, usage tips)

4. New Customers

Traits: Just made their first purchase
Actions:

  • Welcome email series with brand story and USPs
  • First purchase discount for a second order
  • Onboarding flow with product tips or FAQs
  • Retargeting ads for complementary products

5. Promising

Traits: New-ish, moderate spend
Actions:

  • Win them over with personalized emails or exclusive intro offers
  • Invite to follow on socials
  • Share UGC content to build emotional brand connection

6. Need Attention

Traits: Previously engaged, now less frequent
Actions:

  • Reactivation campaigns: “We miss you!” + offer
  • Surveys to ask why they’ve been less active
  • New arrivals preview based on past interest

7. About to Sleep

Traits: Haven’t engaged in a while, previously spent more
Actions:

  • Limited-time discount or free shipping
  • Nostalgic reminders: “Remember when you loved ___?”
  • Win-back email series

8. Can’t Lose Them

Traits: High spenders who’ve stopped engaging
Actions:

  • Personalized re-engagement email with a strong incentive
  • Direct contact (if appropriate), e.g., concierge outreach
  • Feedback request to understand churn risk
  • Exclusive comeback offer

9. At Risk

Traits: Previously frequent or high-spending but declining
Actions:

  • Dynamic retargeting ads
  • Email with “we noticed you’ve been quiet” + incentive
  • Invite to rejoin community or loyalty perks

10. Hibernating

Traits: No engagement in a long time
Actions:

  • Deep discount or clearance email
  • Exit survey or feedback request
  • “Come back” campaign with a personal touch
  • If no response: Consider moving to a low-engagement list to reduce email fatigue