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Recipe | Spring / Summer 2024 Season Customer Management
Recipe | Spring / Summer 2024 Season Customer Management

Recipe | Spring / Summer 2024 Season Customer Management

Updated At:
Jul 1, 2024

Recipe Overview

  • This template/recipe is for stores, such as apparel brands, that manage customers seasonally.
  • Distinguish customers as "new" or "repeat" based on whether they made purchases before the start of each season.
  • Further segment customers into those who made multiple purchases within the season and those who made only one purchase.

How to Use

  • Real-Time Management: Create this segment group before each season starts to manage seasonal progress in real time.
  • Historical Comparison: Create data for past seasons under the same conditions to evaluate the current season’s progress.
  • Maximize Sales: Implement targeting strategies for customer segments with only one purchase within the season to maximize sales.
  • Product Analysis: Analyze which products are purchased by customers who made multiple purchases within the season using insights such as "most purchased products."
  • Post-Season Review: Use insights to analyze data from each segment after the season ends to plan merchandising strategies for the same season next year.

Segment Settings

Listed in the order created in ECPower. In ECPower, segments are displayed in descending order by creation date (as of June 2024).

🌎 All Customers

  • Segment Name: 🌎 All Customers
  • Description: All customers.
  • Condition Settings: Customers with a total purchase count (F) of 1 or more.
  • Tips: The following relationship holds:
    • 🌎 All Customers = 🔥 24SS New Customers + 🏅 24SS Repeat Customers + 👻 24SS Non-Purchasers

Create this segment in ECPower

👻 24SS Non-Purchasers/No Previous Season Purchase

  • Segment Name: 👻 24SS Non-Purchasers/No Previous Season Purchase
  • Description: Customers who did not purchase in the 23AW season and did not purchase in the previous 23SS season.
  • Condition Settings: Customers whose last purchase date is on or before August 31, 2023.

Create this segment in ECPower

👻 24SS Non-Purchasers/Previous Season Purchasers

  • Segment Name: 👻 24SS Non-Purchasers/Previous Season Purchasers
  • Description: Customers who did not purchase in the 24SS season but made purchases in the previous 23AW season.
  • Condition Settings: Customers whose last purchase date is between September 1, 2023, and March 31, 2024.

Create this segment in ECPower

👻 24SS Non-Purchasers

  • Segment Name: 👻 24SS Non-Purchasers
  • Description: All customers who did not purchase in the 24SS season.
  • Condition Settings: Customers whose last purchase date is on or before March 31, 2024.
  • Tips: The following relationship holds:
    • 👻 24SS Non-Purchasers = 👻 24SS Non-Purchasers/Previous Season Purchasers + 👻 24SS Non-Purchasers/No Previous Season Purchase

Create this segment in ECPower

🏅 24SS Repeat Customers/2+ Purchases in Season

  • Segment Name: 🏅 24SS Repeat Customers/2+ Purchases in Season
  • Description: Customers who existed before the 24SS season and made 2 or more purchases during the 24SS season.
  • Condition Settings: Customers with purchases on or before March 31, 2024, and a total purchase count (F) of 2 or more, with purchase dates between April 1, 2024, and August 31, 2024.

Create this segment in ECPower

🏅 24SS Repeat Customers/1 Purchase in Season

  • Segment Name: 🏅 24SS Repeat Customers/1 Purchase in Season
  • Description: Customers who existed before the 24SS season and made 1 purchase during the 24SS season.
  • Condition Settings: Customers with purchases on or before March 31, 2024, and a total purchase count (F) of 1, with purchase dates between April 1, 2024, and August 31, 2024.

Create this segment in ECPower

🏅 24SS Repeat Customers

  • Segment Name: 🏅 24SS Repeat Customers
  • Description: Customers who existed before the 24SS season and made purchases during the 24SS season.
  • Condition Settings: Customers with purchases on or before March 31, 2024, and a total purchase count (F) of 1 or more, with purchase dates between April 1, 2024, and August 31, 2024.
  • Tips: The following relationship holds:
    • 🏅 24SS Repeat Customers = 🏅 24SS Repeat Customers/1 Purchase in Season + 🏅 24SS Repeat Customers/2+ Purchases in Season

Create this segment in ECPower

🔥 24SS New Customers/2+ Purchases in Season

  • Segment Name: 🔥 24SS New Customers/2+ Purchases in Season
  • Description: New customers in the 24SS season with 2 or more purchases.
  • Condition Settings: Customers whose first purchase date is between April 1, 2024, and August 31, 2024, with a total purchase count (F) of 2 or more, and purchase dates between April 1, 2024, and August 31, 2024.

Create this segment in ECPower

🔥 24SS New Customers/1 Purchase in Season

  • Segment Name: 🔥 24SS New Customers/1 Purchase in Season
  • Description: New customers in the 24SS season with 1 purchase.
  • Condition Settings: Customers whose first purchase date is between April 1, 2024, and August 31, 2024, with a total purchase count (F) of 1, and purchase dates between April 1, 2024, and August 31, 2024.

Create this segment in ECPower

🔥 24SS New Customers

  • Segment Name: 🔥 24SS New Customers
  • Description: All new customers in the 24SS season.
  • Condition Settings: Customers whose first purchase date is between April 1, 2024, and August 31, 2024, with a total purchase count (F) of 1 or more, and purchase dates between April 1, 2024, and August 31, 2024.
  • Tips: The following relationship holds:
    • 🔥 24SS New Customers = 🔥 24SS New Customers/1 Purchase in Season + 🔥 24SS New Customers/2+ Purchases in Season

Create this segment in ECPower

🌎 24SS Season Purchasers

  • Segment Name: 🌎 24SS Season Purchasers
  • Description: All customers who made purchases in the 24SS season.
  • Condition Settings: Customers with a total purchase count (F) of 1 or more and purchase dates between April 1, 2024, and August 31, 2024.
  • Tips: The following relationship holds:
    • 🌎 24SS Season Purchasers = 🔥 24SS New Customers + 🏅 24SS Repeat Customers

Create this segment in ECPower

Author
ECPower Product Manager

Edited and supervised by Product Manager of ECPower - Shopify Customer Segment & Journey Management, supporting Shopify merchants' CLV growth, CRM strategy and data analytics.

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