👥 Optimise the right target audience
The timing and targeting of your campaigns can make all the difference in driving incremental sales. Here’s how to use insights to identify key customer audiences.
Targeting Audiences Strategies:
A) Based on Shopper Attributes
Targeting Audiences Strategy | Description | How to find the best audience position based on data |
Age/Gender | Tailor campaigns to specific age groups or genders for more relevant product engagement. | Use Customer Intelligence to segment customers by age and gender. Analyze shopping patterns and adjust targeting based on demographic breakdown. |
Retailer Loyalty | Target repeat customers who are more likely to convert. | Use Customer Intelligence to identify loyal customers based on Shopping Patterns and Customer Class. Target with personalized ads to maximize loyalty. |
Affluence | Customize campaigns to target audiences based on their spending power. | Use Customer Intelligence to segment by customer typology: premium shoppers, value-for-money shoppers, price-sensitive. Adjust targeting to align with the affluence levels. Focus on high-affluence segments for premium products or emphasize savings for price-sensitive groups. |
B) Based on Shopping Behaviors
Targeting Audiences Strategy | Description | How to find the best audience position based on data |
Competitor’s Buyers | Target customers who have purchased from competing brands or products. | Use Customer Intelligence to identify customers who have bought from competitors. Filter by category and analyze Shopping Patterns to target competitor's customers. |
Brand Buyers | Target customers who are consistently purchasing from your brand to maximize repeat purchases and brand loyalty. | Use Customer Intelligence to identify frequent buyers from your brand. Apply Shopping Patterns and filter by Basket Sales Value. Review the Brand Affinity section for complementary brands. |
Brand Lapsers | Re-engage customers who have stopped purchasing from your brand. | Use Customer Intelligence and in Shopping patterns filter by Customer Lifecycle to identify lapsers. Design win-back campaigns targeting this audience segment. |
New-to-Brand or New-to-Category Customers | Engage new customers exploring a category or brand for the first time. | Use Customer Intelligence to identify new-to-category or new-to-brand customers. Filter by Customer Lifecycle to segment and target these audiences. |
Cross-Sell Audiences | Target customers who already purchase complementary products from your brand, aiming to increase bundle purchases. | Use Customer Intelligence and head to Bundle Opportunity to identify customers who often purchase complementary items within your product range. |