October 15, 2013

Cyber Monday Tip #6: Segmentation Codes

Since you're pushing your chips all-in on Cyber Monday anyway, happily foregoing precious gross margin dollars, why not push the chips all-in with some precision?

Step 1: Identify all prior Cyber Monday buyers in your database. Code them with a "1".

Step 2: Identify all Black Friday - Sunday buyers in your database. Code them with a "2", provided they don't already have a code of 1.

Step 3: Identify all prior %-off buyers in your database. Code them with a "3", provided they don't already have a code of 1/2.

Step 4: Identify all prior free shipping buyers in your database. Code them with a "4", provided they don't already have a code of 1/2/3.

Step 5: Identify all prior clearance/sale buyers in your database. Code them with a "5", provided they don't already have a code of 1/2/3/4.

Step 6: Identify all prior November/December buyers in your database. Code them with a "6", provided they don't already have a code of 1/2/3/4/5.

Step 7: Identify all other customers. Code them with a "9", provided they don't already have a code of 1/2/3/4/5/6.

There!

You have a targeting hierarchy.

Now set up your Cyber Monday email promotions around the seven segments identified above.

And while you're at it, look at prior purchase history, and at least present these customers with compelling merchandise.

Contact me (kevinh@minethatdata.com) if you need assistance with your Cyber Monday segmentation strategy.