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Recipe | Last 365 days customer management
Recipe | Last 365 days customer management

Recipe | Last 365 days customer management

Updated At:
Jul 1, 2024

Overview

  • Segment New, Repeat, and Dormant Customers: Effectively understand and manage your store's current customer composition.
  • Repeat Customers: Further categorize into Repeat conversions (first-to-second purchase), previous year retainers, and reactivated dormant customers to easily identify growth and decline factors.
  • Dormant Customers: Break down into last year's purchasers and long-term dormant customers to better target reactivation efforts.

How to Use

  • Daily Data Updates: Use for consistent monitoring and up-to-date insights.
  • Detailed Purchase Analysis: Dive deeper into the products and spending habits of each customer segment for better insights.

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/Previous Year Purchasers (Preliminary Work)

Create the "All/Previous Year Purchasers" segment and ensure to link the Shopify customer tag (e.g., "ecp-previous-year-purchasers").

This Shopify customer tag will be used in the creation of other segments.

  • Segment Name: 🌎All/Previous Year Purchasers
  • Description: Customers who made purchases between 730 days (2 years) and 365 days (1 year) ago from the current date.
  • Condition Settings: Customers who placed orders with purchase dates from 730 days to 366 days ago.
  • Tips: The following relationship holds:
    • 🌎All/Previous Year Purchasers = 🎁Repeat/Previous Year Retainers + 👻Dormant/Previous Year Purchasers
  • Note: While customer tag linkage to Shopify is immediate, it won’t appear as an option for segment creation until ECPower re-syncs store data. Store data sync occurs at midnight Japan time. Complete this preliminary work in advance, and proceed with subsequent tasks the following day.

Create this segment in ECPower

🌎 All/First-Time Purchasers in the Last 365 days

  • Segment Name: 🌎All/First-Time Purchasers in the Last 365 days
  • Description: Customers who made their first purchase between 365 days (1 year) and 1 day ago from the current date.
  • Condition Settings: Customers who placed their first order with purchase dates from 365 days to 1 day ago.
  • Tips: The following relationship holds:
    • 🌎All/First-Time Purchasers in the Last 365 days = 🔥New Customers + 🎁Repeat/New Customers Converted to 2nd

Create this segment in ECPower

🌎 All Purchasers in the Last Year

  • Segment Name: 🌎All Purchasers in the Last Year
  • Description: Customers who made purchases between 365 days (1 year) and 1 day ago from the current date.
  • Condition Settings: Customers who placed orders with purchase dates from 365 days to 1 day ago.
  • Tips: The following relationship holds:
    • 🌎All Purchasers in the Last Year = 🔥New Customers + 🎁Repeat Customers

Create this segment in ECPower

🌎 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 = 🔥New Customers + 🎁Repeat Customers + 👻Dormant Customers

Create this segment in ECPower

👻 Dormant/Long-Term Dormant

  • Segment Name: 👻Dormant/Long-Term Dormant
  • Description: Long-term dormant customers who have not purchased in the last year, specifically those who have not made purchases since 730 days (2 years) ago.
  • Condition Settings: Customers with the last purchase date (R) of 731 days or more ago.

Create this segment in ECPower

👻 Dormant/Previous Year Purchasers

  • Segment Name: 👻Dormant/Previous Year Purchasers
  • Description: Dormant customers who have not purchased in the last year but made purchases between 730 days (2 years) and 365 days (1 year) ago.
  • Condition Settings: Customers with the last purchase date (R) of 366 days or more ago AND placed orders with purchase dates from 730 days to 366 days ago.

Create this segment in ECPower

👻 Dormant Customers

  • Segment Name: 👻Dormant Customers
  • Description: All customers who have not purchased in the last year.
  • Condition Settings: Customers with the last purchase date (R) of 366 days or more ago.
  • Tips: The following relationship holds:
    • 👻Dormant Customers = 👻Dormant/Previous Year Purchasers + 👻Dormant/Long-Term Dormant
  • Note: Focus on targeting previous year purchasers within the dormant customer segment for reactivation strategies.

Create this segment in ECPower

🎁 Repeat/Returned from Dormant

  • Segment Name: 🎁Repeat/Reactivate Dormant
  • Description: Repeat customers who have purchased in the last year but were dormant (no purchases for more than 1 year) before that.
  • Condition Settings: Customers whose Customer tag contains none of 'ecp-previous-year-purchasers' AND Customers who placed order in which Order date is within days range of 366 days ago or before Where Nth order is first AND Customers whose Frequency (Total order count) is within range of 1 time or more Where Order date 365 days ago or after

Create this segment in ECPower

Note: On the premise of using customer tag "ecp-previous-year-purchasers".

🎁 Repeat/Previous Year Retainers

  • Segment Name: 🎁Repeat/Previous Year Retainers
  • Description: Repeat customers who made purchases in the last year and also in the previous year.
  • Condition Settings: Customers who placed order in which Order date is within days range of 730 days ago ~ 366 days ago AND Customers who placed order in which Order date is within days range of 366 days ago or before Where Nth order is first AND Customers whose Frequency (Total order count) is within range of 1 time or more Where Order date 365 days ago or after

Create this segment in ECPower

🎁 Repeat/New Customers Converted to 2nd

  • Segment Name: 🎁Repeat/New Customers Converted to 2nd
  • Description: New customers who made their first purchase in the last year and have made at least two purchases to date.
  • Condition Settings: Customers who placed order in which Order date is within days range of 365 days ago or after Where Nth order is first AND Customers whose Frequency (Total order count) is within range of 2 times or more.

Create this segment in ECPower

🎁 Repeat Customers

  • Segment Name: 🎁Repeat Customers
  • Description: New customers who made their first purchase in the last year and have made at least two purchases to date.
  • Condition Settings: Customers whose Frequency (Total order count) is within range of 2 times or more AND Customers who placed order in which Order date is within days range of 365 days ago or after
  • Tips: The following relationship holds:
    • 🎁Repeat Customers = 🎁Repeat/F2 Conversions + 🎁Repeat/Previous Year Retainers + 🎁Repeat/Reactivate Dormant
  • Note: When there is an increase in repeat customers, identify which segment—New repeat conversions, previous year retainers, or reactivated dormant customers—is driving this growth.

Create this segment in ECPower

🔥 New Customers

  • Segment Name: 🔥New Customers
  • Description: New customers who made their first purchase in the last year with a total purchase count of 1.
  • Condition Settings: Customers whose Frequency (Total order count) is equal to 1 time AND Customers who placed order in which Order date is within days range of 365 days ago or after Where Nth order is first

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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